Strategi Adaptasi Teknologi Berbasis Nilai Sosial dan Budaya Pada UMKM di Kota Bandung

Abstract

Micro, Small, and Medium Enterprises (MSMEs) contribute more than 61,07% to Indonesia’s Gross Domestic Product and absorb 97% of the national workforce. However, only 12% of MSMEs have effectively adopted digital technology. This gap is exacerbated by socio-cultural barriers that remain underexplored in the context of technology adaptation. This study aims to: (1) identify and analyze socio-cultural factors influencing technology adaptation among MSMEs in Bandung City, (2) map challenges faced in the technology adoption process, and (3) develop a technology adaptation strategy based on local socio-cultural values to enhance MSME competitiveness. Using a qualitative approach with a phenomenological design, data were collected through in-depth interviews with three MSME owners in Bandung from the training and consulting, frozen food, and laundry sectors. The findings reveal that MSMEs employ a ‘hybrid adaptation’ strategy combining digital technology with traditional values such as trust, personal communication, and humanistic service. Key barriers include resource limitations (human resources, time, cost), digital competence, structural support, and social resistance. Effective adaptation strategies encompass community-based learning, phased technology implementation, continuous coaching, integration of local cultural values, and financial support through technology subsidies. These findings emphasize the importance of contextual approaches that consider socio-cultural aspects in MSME digital transformation.