Peluang Bisnis Era Digital Bagi Umkm (Studi Kasus: Teh Tarik Hanaang Kecamatan Rancaekek Kabupaten Bandung)

Abstract

People's lifestyles have changed due to the rapid development of technology, especially in daily activities such as consumption habits, going to school, and so on. Not only that, this technological advancement has shifted MSMEs (micro, small and medium enterprises) from the conventional era to the digital era. Economic implications originating from the utilization and empowerment of digital
information and communication technology. In Indonesia, the digital economy is currently developing quite fast and rapidly in tandem with the growing market power available. This article aims to describe business opportunities for MSMEs in the digital era where the case study is UMKM.Teh Tarik Hanaang, Rancaekek District, Bandung Regency. The research method used is qualitative with a case study approach. Data collection techniques through observation and in-depth interviews. The results of the study show that MSME business opportunities in the digital era are quite diverse, namely: promotion through the marketplace is much easier, more efficient, and reduces costs, renewal of marketing methods that used to be traditional to modern with the times, easier and wider market access, strengthening branding, and being able to innovate products to make them more varied.