Strategi Respon atas Digitalisasi Bisnis pada Perempuan Pelaku Usaha Mikro dan Kecil

Abstrak

Institutional theory highlights that organizational success relies not only on
resource availability but also on acceptance within its environment.
Institutional isomorphism refers to the tendency of organizations within the
same industry to adopt similar structures and strategies due to shared
environmental pressures. In the context of micro and small enterprises
(MSEs), digitalization has become a pivotal factor influencing business
processes. Female MSEs exhibit diverse responses to digitalization, driven by
the COVID-19 pandemic and market demands to enter digital commerce. This
study investigates the strategies female MSEs employ to adapt to digital
technology. Using a qualitative approach, in-depth interviews were conducted
in September 2022 with female MSEs in Depok. The findings reveal that
normative and mimetic isomorphism are dominant strategies, while coercive
isomorphism is absent. Challenges in adopting digitalization stem from both
personal and external factors. Despite these obstacles, female MSEs recognize
the significance of digitalization for business sustainability. To address
adaptation issues, many rely on support from family and community
networks, facilitating the integration of digital tools into their operations. This
collaborative approach underscores the importance of social support in
overcoming barriers to digital transformation within MSEs.