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Adaptasi Digital dan Persepsi Konsumen pada UMKM: Kajian Kualitatif
Abstract
Penelitian ini bertujuan memahami bagaimana adaptasi digital pada UMKM dalam membentuk persepsi konsumen generasi muda. Penelitian menggunakan pendekatan kualitatif multi-kasus pada UMKM di Kota Lamongan yang telah menerapkan minimal dua bentuk adaptasi digital. Informan terdiri dari 10 orang generasi muda dengan beragam latar belakang. Data dikumpulkan melalui wawancara semi-terstruktur, observasi nonpartisipan, dan dokumentasi digital, lalu dianalisis secara tematik. Hasil penelitian menunjukkan bahwa adaptasi digital membangun kesan modern dan profesional, meningkatkan kepercayaan melalui pembayaran digital, transparansi harga, dan bukti transaksi, serta memperkuat kenyamanan melalui media sosial, pemesanan daring, dan respons cepat. Namun, efektivitas adaptasi digital tetap bergantung pada kualitas produk dan pelayanan. Dengan demikian, adaptasi digital berperan sebagai strategi teknis sekaligus instrumen simbolik dalam membangun citra positif UMKM di mata konsumen generasi muda.
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DOI: https://doi.org/10.17509/ijdb.v5i4.99875
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