SWOT Analysis of Digital MSMEs in Jakarta
Opportunities and Challenges Toward the Global Market
Keywords:
Digital MSMEs, SWOT analysis, Consumer perception, CompetitivenessAbstract
Increasing numbers of Jakarta's digital micro, small, and medium-sized enterprises (MSMEs) have increased competition in the market, necessitating the need for more consumer-sensitive and responsive company strategies. With digital platforms emerging as the main channel of customer interaction and transactions, knowing how customers feel is even more important to remain competitive. This study intends to examine the SWOT of Jakarta's digital MSMEs from the viewpoint of digitally aware customers. A descriptive quantitative method was used in collecting data using systematic questionnaires that were given to 400 active digital customers in Jakarta, representing the city's adopting population on the Internet. The findings determine the major internal and external drivers determining MSME competitiveness in urban digital environments, uncovering significant gaps between customer wants and existing MSME practices. The findings are set to deliver actionable insights to MSME owners, policymakers, and digital ecosystem enablers for crafting more relevant and effective company strategies that converge with consumer wants and market realities.
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