TRANFORMASI DIGITAL SEBAGAI STRATEGI MODERNISASI UMKM DI DUSUN LENDANG REE DESA LEMBAH SARI KABUPATEN LOMBOK BARAT

Abstract

Digital transformation is one of the key strategies in encouraging the modernization of Micro, Small, and Medium Enterprises (MSMEs) so that they can adapt to technological developments and changes in consumer behavior. MSMEs in Lendang Ree Hamlet, Lembah Sari Village, West Lombok Regency, generally still face various limitations, particularly in the utilization of digital technology for marketing activities and business management. This study aims to analyze the role of digital transformation as a modernization strategy for MSMEs in improving competitiveness and expanding market reach. The method used is a qualitative descriptive approach through observation, interviews, and direct assistance to MSME actors. The results indicate that the implementation of digital transformation, especially through the use of social media and digital platforms, is able to enhance MSME actors’ understanding of modern marketing, improve the presentation of product promotions, and expand market access beyond the local area. In addition, digital transformation also encourages a shift in the mindset of MSME actors to become more innovative and adaptive to technological developments. Therefore, digital transformation has proven to be an effective strategy in supporting the modernization of MSMEs in Lendang Ree Hamlet and has the potential to improve business sustainability in the long term.