Strategi Dinas Koperasi Usaha Kecil dan Menengah dalam Pemberdayaan Pelaku Usaha Mikro Berbasis Go Digital di Kota Medan

Abstract

Strategy is a process for determining the goals and objectives of an organization as well as the actions needed to achieve the future using the allocation of required resources. The empowerment strategy implemented by the Micro, Small and Medium Enterprises Cooperatives Service in Medan City is still less effective, especially in the aspects of digital-based training, assistance with adequate production equipment, and access to digital markets. This research aims to examine the strategy of the Small and Medium Enterprises Cooperatives Service in empowering digital-based micro-enterprises (Go Digital) in Medan City. The background to this research begins with the phenomenon of poverty which is still a big problem in Indonesia. Community empowerment, including micro, small and medium enterprises (MSMEs), is considered a solution to overcome this poverty problem. MSMEs have an important role in economic development, especially during the COVID-19 pandemic, where many MSMEs have been negatively affected. This research uses a descriptive method with a qualitative approach. Data collection techniques were carried out by means of interviews, observation, documentation and literature studies related to the strategy of the Small and Medium Enterprises Cooperatives Service in empowering Go Digital-Based Micro Business Actors in Medan City. The data obtained was analyzed qualitatively by checking the validity of the data using source triangulation techniques and technique/method triangulation. This research uses Friedmann's theory about three dimensions of empowerment: creating a climate or atmosphere (enabling), strengthening potential (empowering), and protecting empowerment (protecting). Through this research, it is known that in the enabling dimension, the MSME Service carries out training to increase the understanding of digital-based micro business actors, however this training is not carried out routinely and there is a lack of follow-up monitoring. Empowering dimension, the MSME Service provides production equipment assistance, however the equipment provided is still an old version and is inadequate to meet production needs. Opening access to market opportunities through exhibitions and ecommerce is also still limited and uneven among MSME players. In the protecting dimension, it was found that there is no clear Standard Operating Procedure (SOP) in empowerment programs such as SAKA SANWIRA, resulting in inequality in the participation of MSME actors. This research concludes that there is a need to improve empowerment strategies, such as routine and structured digital-based training, assistance with modern and adequate production equipment, as well as more equitable market access through e-commerce and exhibitions. This is important to increase the competitiveness and independence of MSMEs in Medan City.