Analysis of Adaptation of MSME Business Behavior in Using Technology in the Digitalization Era

Abstract

This research aims to research and analyze changes in business behavior in Micro, Small and Medium Enterprises (MSMEs) in the Digital Era up to the stage of readiness to be able to run them in terms of the tendency of MSMEs to accept and use technology for marketing by conducting a study on PT's Fostered Partner MSMEs. Angkasa Pura I. The research method used is combination or triangulation research by combining quantitative and qualitative research, a quantitative approach using questionnaires as a tool for collecting data. The research instrument used is an adaptation of the research instrument conducted by Parasuraman (2000). The data used is primary data obtained by distributing questionnaires to respondents with a sample size of 19 MSMEs from the MSME population assisted by PT. Angkasa Pura I runs its business around the airport with a craft business type. The technique used is simple random sampling using a Likert scale. The research results show that the MSME partners fostered by PT. Angkasa Pura I is ready to use digital technology to run its business and innovate in the future