| dc.description.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. | en_US |
