Strategi Pengembangan Usaha Mikro Kecil dan Menengah (UMKM) melalui Peran Aplikasi Pasar Digital Indonesia (PaDi) di Kota Medan (Studi Kasus PT. Pelindo Regional 1)

Abstract

This research aims to determine the strengths, weaknesses, opportunities, threats and development strategies of Micro, Small and Medium Enterprises (MSMEs) in Medan City through the Indonesian Digital Market (PaDi) application in the industrial revolution 4.0 era. This type of research is descriptive research with a quantitative approach. The type of data used in this research is primary data in the form of a questionnaire containing statements related to research variables with a sample size of 73 Micro, Small and Medium Enterprises (MSMEs) in Medan City that are active in the Indonesian Digital Market (PaDi). The analysis technique used is SWOT analysis. The results of this research show that Micro, Small and Medium Enterprises (MSMEs) in Medan City which develop business digitally through the Indonesian Digital Market (PaDi) application in the industrial revolution 4.0 era have strengths in PaDi's extraordinary ability to provide affective communication that is easy to understand, building facilities adequate communication between MSMEs and consumers with high transparency. However, there are weaknesses in the PaDi interface that need improvement. However, MSMEs can find support in the registration process and use of the application, with transaction features and usage guides that are available. Promising opportunities for MSMEs involve continuous development of new features by PaDi, utilization of the latest technology, and collaboration with fellow application users. Meanwhile, MSMEs are faced with the threat of intense competition with similar platforms, rapid technological developments and digital security risks. Therefore, MSME development strategies can involve utilizing communication advantages, increasing ease of use, innovation, and collaboration to optimize their business potential in the PaDi digital ecosystem.