Digital Transformation Of Small And Medium Food Businesses From An Inclusive Economic Point Of View: A Qualitative Study On The Use Of Gofood In Medan City
DOI:
https://doi.org/10.37676/jmea.v5i4.1915Keywords:
Transformation of Culinary SMEs, Two-Sided Inclusive Digital Economy, GoFood, MarketAbstract
This study looks at how small and medium-sized food businesses are changing with technology, specifically using the GoFood platform on Jalan Dr. Mansyur, Medan City. This study also looks at how technology is adopted, using the Diffusion of Innovation Theory, explains how GoFood works as a Two-Sided Market platform, and shows how both of these things help create an inclusive economy. The method used is qualitative, with a descriptive design based on a case study approach. The main data was gathered by talking in detail with 16 people.These included 10 small businesses in the food industry that work with GoFood, 4 customers, and 2 important people (from the Medan City Cooperatives and SMEs Office and Gojek representatives in Medan).This was done along with watching what happened and keeping records. Data analysis uses the interactive approach by Miles, Huberman, and Saldaña from 2014.This method involves collecting data, reducing it, presenting it, and then making conclusions based on the findings. The results show that digital transformation leads to real improvements in how these small businesses run their operations, use cashless payment methods, and plan their marketing efforts. Business actors start using GoFood slowly, going through five stages of how new ideas spread. GoFood is a platform that connects different groups like merchants, customers, and drivers all in one system, which helps it grow by bringing more people together. From an inclusive economic point of view, this digitalization creates more fair chances for businesses and makes it easier to reach markets without being limited by location. However, the platform's high fees and the lack of digital skills among business owners are still preventing full inclusion in the economy. Working together with the government, platform companies, and small businesses through guidance programs and easier rules is important for building a strong and lasting digital environment.
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