Model for Accelerating Culinary SMEs Business Resilience in Indonesia Through Digital Transformation
Sulastri Sulastri- Lisnawati Lisnawati

Universitas Pedidikan Indonesia

Abstract

MSMEs are one of the pillars of the economy which is considered to have the best resistance to crises. Since the monetary crisis in 1998 and 2008, MSMEs have been considered able to survive compared to large companies. However, in 2020, during the crisis caused by the Covid-19 Pandemic, it turned out that MSMEs were one of the businesses that were most affected. The ability to survive, recover and bounce back when faced with threatening external events such as crises is an important issue for entrepreneurship research and strategic management, especially for micro, small and medium enterprises (MSMEs). The development of technology from year to year encourages MSMEs to adapt and strive to use digital technology. Digital transformation creates new opportunities that will accelerate the growth of MSMEs through market expansion. The purpose of this research is to model the digital transformation strategy carried out by culinary MSMEs in the city of Bandung in increasing their business resilience after the Covid-19 pandemic. The research method used is quantitative with the research sample being Culinary MSME owners in the city of Bandung. The data analysis technique used is Partial Least Square.

Keywords: Digital Transformation, Flexibility Strategy, SMEs Resilience

Topic: Strategic Management, Entrepreneurship