Digital Lifestyle Community of Sahabat UMKM in Empowering Indonesian Local MSMEs in 4.0 Era
Virgia Aida Handini (a*), Wahyuni Choiriyati (b)
(a*) Faculty of Communication Science, Gunadarma University, Margonda Raya No.100, Pondok Cina, Beji, Depok, 16424
(b) Faculty of Communicaion Science, Gunadarma University, Margonda Raya No. 100, Pondok Cina, Beji, Depok, 16424
Abstract
The stabilization of technology to transfer the micro, small and medium-sized enterprises (MSMEs) online have the important role for Indonesia in era 4.0. One of the thing that do by the community of Sahabat UMKM is to empower local MSMEs in Indonesia. This research aims to know the strategy of spreading marketing innovation by the community of Sahabat UMKM in empower local MSMEs to online MSMEs. The methods in this research use phenomenology with qualitative descriptive approach. Theoretically, Social Innovation Theory by N Choi and S Majumdar discusses innovation that aims at positive social change by emphasizing social needs based on three dimensions namely, formalization, change processes and social outcomes. The result, by the activities online and offline, Sahabat UMKM develop local MSMEs business potential by holding various mentoring classes, forums and events. In targeting a wider market, the MSMEs of the 4.0 era also diverted from the use of technology on the conservative level into digital lifestyle such as making brand story telling on the website and social media.
Keywords: Innovation, Digital Lifestyle, MSMEs Community
Topic: Business Model Innovation