FORMOSA NEWS - Jakarta - Digitalization of Rural MSMEs Still Fragmented, Universitas Budi Luhur Study Finds. These findings were revealed in the latest research written by Dina Nadiyah Faiqoh together with Agus Kusnawan, Ravindra Safitra Hidayat, and Slamet Mudjijah from Budi Luhur University, and published in 2026 in the Formosa Journal of Applied Sciences.
The
research was conducted by Dina Nadiyah Faiqoh, Agus Kusnawan, Ravindra Safitra
Hidayat, and Slamet Mudjijah from Budi Luhur University and published in early
2026. By documenting how rural MSMEs actually use digital tools in daily
operations, the study provides practical insight into why national
digitalization programs have not yet delivered equal economic benefits between
urban and non-urban areas.
Why Rural MSME Digitalization Matters
MSMEs are the backbone of Indonesia’s economy. According to national data cited in the study, MSMEs contribute more than 60 percent of Indonesia’s gross domestic product and employ over 97 percent of the workforce. Despite this dominant role, economic growth remains concentrated in cities. Rural and non-urban areas continue to lag behind in income levels, productivity, and business competitiveness.
Digitalization has been widely promoted as a solution to this gap. Digital payments, online marketplaces, and financial technology are expected to help rural businesses expand markets, improve efficiency, and gain access to formal financing. However, the Universitas Budi Luhur study shows that adoption on the ground is far more limited than policy narratives suggest. “Digital tools are present in rural MSMEs, but they are not yet fully integrated into business models that support growth and sustainability,” the authors note.
How the Study Was Conducted
The research used a qualitative field-based approach to capture real conditions in rural MSMEs. The research team conducted:
- Direct observations of MSME operations in non-urban areas of East Lampung.
- In-depth interviews with MSME owners.
- Documentation of social media use, payment systems, and operational applications.
The
sample included 13 MSMEs across diverse sectors, such as food and beverage,
retail, pharmacy, fashion, skincare, stationery, and entertainment. This
approach allowed researchers to move beyond statistics and examine how
digitalization works or fails to work in everyday business practices.
Key Findings from East Lampung MSMEs
Widespread use of digital payments and social media
Nearly all MSMEs surveyed had adopted QRIS digital payments and maintained
active social media accounts, mainly on Instagram and TikTok. These platforms
were used to display products, promote discounts, and share customer activity.
Some businesses even collaborated with local influencers to increase trust and
visibility.
Minimal use of e-commerce and online delivery
Despite having a digital presence, none of the MSMEs sold products through
national e-commerce platforms or provided online delivery services. Sales
remained dependent on in-store visits and local customers.
Operational apps used selectively
Several MSMEs used digital cashier systems and inventory applications to record
transactions and manage stock. These tools helped improve efficiency, but
adoption was inconsistent and limited to businesses with higher digital
awareness.
Persistent barriers for unregistered MSMEs
Unregistered MSMEs often relied on manual bank transfers and WhatsApp status updates for promotion. These methods limited visibility and prevented access to wider markets. Administrative fees for interbank transfers were also cited as a disincentive to adopting QRIS.
Implications for Policy and Economic Development
The
findings carry important implications for policymakers, financial institutions,
and educational organizations. Digitalization programs that focus solely on
payment systems risk creating a false sense of progress. The study emphasizes
the need for coordinated support that combines technology, skills training, and
community-based ecosystems.
The authors recommend:
- Continuous digital literacy training for rural MSMEs.
- Stronger involvement of universities in community mentoring programs.
- Partnerships with banks to reduce transaction costs and expand access to fintech.
- Formation of local digital MSME communities to share best practices.
When implemented together, these measures can help digitalization become a driver of inclusive economic growth rather than a superficial compliance exercise.
Author Profiles
Dina Nadiyah Faiqoh, S.E. – Universitas Budi Luhur; researcher in digital economy and MSME development.
Agus Kusnawan, M.M. – Universitas Budi Luhur; expert in management and business strategy.
Ravindra Safitra Hidayat, M.M. – Universitas Budi Luhur; specialist in digital transformation and organizational performance.
Slamet Mudjijah, M.M. – Universitas Budi Luhur; researcher in economic policy and MSME empowerment.
Source
Faiqoh, Kusnawan, Hidayat, & Mudjijah. Analysis of Strengthening MSMEs in the Digitalization Era to Encourage an Even and Sustainable Economy in Rural (Non-Urban) Areas. Asian Journal of Management Analytics, Vol. 5 No. 1, hlm. 157–170.2026
DOI: https://doi.org/10.55927/ajma.v5i1.16116
Official URL: https://journal.formosapublisher.org/index.php/ajma
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