Drivers and Barriers to Digitalization: A Case Study of Micro-Sized Culinary Businesses in Nusa Dua, Bali
DOI:
https://doi.org/10.38043/technopreneurbiz.v1i1.6979Keywords:
Badung, Digital Era, MSME Go DigitalAbstract
Badung is one of the significant areas in the province of Bali, and of course, Nusa Dua has the best tourism in Badung Regency. Besides tourism, Nusa Dua also has many job opportunities. Of course, many universities or educational places, with the existence of MSMEs Go Digital, make it easier for them to meet their needs practically. The theory used in this study is the leading theory of the marketing mix. In addition, there is the industrial revolution 4.0 in the digital era, MSMEs Go Digital, digital leadership, and talent management. The method used in this study is qualitative and includes 10 sources, namely 5 MSME owners and five customers from each of the MSMEs. The results of this study indicate that the five MSMEs in Nusa Dua have not implemented Go Digital because they do not understand digital technology or are not digitally literate, most of the MSMEs do not know how to promote to social media and MSME owners who are engaged in the culinary sector also do not know how to manage their MSMEs into the Go Food or Grab Food application, Suggestions for MSME owners to change their mindset and want to learn to have the desire to find out about how to implement Go digital in their business. In fact, it is easy for MSME owners to find information on how to use Go Digital, which can be done by asking their closest relatives, who are younger or more millennial, about implementing Go Digital.
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