Opportunities and Challenges: Digital Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Semarang City

Rachela Belinda Fatharani, Rizki Halim, Yofiendi Indah Indainanto

Abstract


Digital Transformation plays an important role in increasing the competitiveness of Micro, Small and Medium Enterprises (MSMEs). Digital communication is a crucial aspect in strengthening digital interaction and increasing the competitiveness of MSMEs in Semarang City. However, digitalization requires special strategies and approaches to be implemented effectively. This research aims to analyze the digital communication strategies implemented by MSMEs in Semarang City and the challenges faced in the digitalization process. The research method used is a qualitative approach by collecting primary data through interviews with MSME actors and secondary data analysis of documentation. The research results show that digitalization allows MSMEs to increase digital interactions, strengthen brand identity through creative content strategies and improve performance. Although MSMEs emphasize digital communication strategies, with creative content and local wisdom identities, they are faced with the problem of content optimization. In achieving optimal digital transformation, a more comprehensive strategy is needed involving stakeholder collaboration and inclusive policies to support the growth of MSMEs in the digital era.

Keywords


Digital Communications, MSMEs, Content, Digital Transformation

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v49.2.7049

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