Marjaya Fried Onion Business Development Strategy through Digital Transformation

Abstract

The Marjaya Fried Onion Small and Medium Enterprises (SME) is faced with the need to leverage digital technology to enhance operational efficiency, expand market reach, and create sustainable value for consumers. Assistance for this SME was provided through in-depth interviews and observations of the business owner and the ongoing business processes. The research findings reveal that the adoption of e-commerce, digital marketing strategies, and technology-based data management can boost business competitiveness and open opportunities for expansion. However, challenges remain, particularly in the limited human resources skilled in digital technology and insufficient technological infrastructure. Therefore, business development through digital transformation must be supported by adequate human resource training and collaboration with external parties to ensure the effective implementation of technology. The study also encourages other SMEs to be more proactive in adopting digital technology as part of their growth and sustainability strategies.

Keywords: Business strategy, digital transformation, Small and Medium Enterprises(SMEs), Digital marketing, E-commerce