JAKARTA - Deputy Minister of Communication and Digital (Wamenkomdigi) Nezar Patria said that the combination of technology and creativity is the key for Micro, Small, and Medium Enterprises (MSMEs) to survive the crisis.
"The strategy that can be done is creative-tech fusion, which is combining creativity with technology platforms," said Nezar, quoting Antara.
Nezar said that MSMEs have proven to be one of the economic elements that are resistant to various economic conditions, including during times of crisis.
Adaptation in the digital era by combining creativity and technology is needed by MSMEs so that businesses do not stop at the survival phase but also grow and develop.
"MSMEs are one of the sectors that have proven over the past 30 years to be able to withstand various shocks that occur," he said.
In today's digital era, he said, MSMEs need to have the ability to process content, build brands, and utilize digital platforms so that they can reach a wider market.
Data shows that of the approximately 64 million MSMEs in Indonesia, only about 40 percent have entered the digital ecosystem.
On the other hand, internet penetration has reached more than 80 percent of the population or around 231 million people.
This condition opens up great opportunities, but also requires business actors to be ready to make optimal use of technology.
Therefore, the main challenge of MSMEs today is not only the availability of access, but the ability to manage digital presence.
"The challenge is how to manage accounts, implement digital marketing, and build an audience to expand market reach," he explained.
Responding to this need, the government is committed to supporting the adaptation of MSMEs to the digital space.
One of his programs is called UMKM Go Digital which helps UMKM players have the capacity to understand the latest technology to improve their business.
Through this program, MSMEs can access digital marketing training to the use of artificial intelligence to increase business competitiveness.
"MSME perpetrators can learn digital marketing and the adoption of artificial intelligence (AI) technology to optimize their business," said Nezar.
Hopefully, the MSME perpetrators can utilize various programs that are presented so that the adaptation process in this digital era can be done faster and ultimately support national economic growth.
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