Perilaku Konsumen Digital dan Implikasinya terhadap Strategi Bisnis UMKM

Abstract

Digital transformation has fundamentally altered consumer behavior, creating new challenges and opportunities for Indonesian MSMEs in formulating adaptive business strategies. This study aims to analyze digital consumer behavior patterns and their implications for MSME business strategies through a mixed methods approach. The quantitative method employed a survey of 300 digital consumers, while the qualitative method involved in-depth interviews with 18 MSME practitioners. Quantitative results indicate that platform trust (β = 0.389), ease of use (β = 0.341), and product reviews (β = 0.287) significantly influence digital purchase decisions. Qualitative findings reveal that MSMEs successfully integrating omni-channel and digital content marketing strategies demonstrated average sales growth 43% higher. The study concludes that adapting business strategies based on deep understanding of digital consumer behavior is key to MSME sustainability and competitive growth