Strategies for Utilizing Digital Platforms and Networks by MSMEs to Face Online Market Competition

Abstract

Digital networks by MSMEs in Airmadidi Atas and Airmadidi Bawah Villages in facing online market competition. This study used a qualitative descriptive method to describe the strategies used by MSMEs in Airmadidi Atas and Airmadidi Bawah Villages to utilize digital platforms and networks. Data were obtained through in-depth interviews, observation, and documentation of MSMEs actively using various digital media in their business activities. Analysis was conducted using the Miles and Huberman model, using source and method triangulation techniques to ensure the validity and credibility of the findings. The results show that MSMEs in Airmadidi are able to adapt to technological developments by utilizing various digital platforms to increase sales and expand their market. Marketplaces are the primary means for online transactions, while social media is used to build brand image and maintain relationships with consumers. Delivery services, as well as the use of websites and Google Business Profiles, also strengthen the digital presence of MSMEs in both the culinary and non-culinary sectors. Furthermore, collaboration with influencers, digital communities, and other business actors demonstrates the ability of MSMEs to build networks that support increased competitiveness and business sustainability.