PREPARING "POTTERY ARTSHOP" AS AN MSME FOR DIGITAL TRANSFORMATION

• Main Author: Dian Urfina, Yasyifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/69947
• Institution: Institut Teknologi Bandung

Lombok Island in West Nusa Tenggara Province is known for its pottery craft. The pottery craft centers are located in Banyumulek Village West Lombok Regency, Penujak Village Central Lombok Regency, and East Masbagik Village, East Lombok Regency. The pottery craft industry has been carried out for generations. The industry experiences its glory in 1988-2003 after a mentoring program of pottery craftsmen from the Lombok Craft Project (LCP) that increased the income and welfare of the craftsmen/pottery MSME players. The glory, however, drastically declined and worsened since the Bali Bomb in 2002 and followed by the economic crisis in 2008, the Lombok earthquake in 2018, and the Covid-19 pandemic in 2020. Many craftsmen/businessmen went bankrupt and shifted their livelihood, including Pottery Artshop which experienced a drastic decline in sales to date. The Pottery Artshop still applies traditional product marketing, whereas, in the post-Covid-19 pandemic era, which is the era of industry 4.0, the majority of businesses are demanded to perform a digital transformation to sustain. The research object is Pottery Artshop which is located in Banyumulek Village West Lombok Regency. The research aims to identify the readiness of the pottery MSME’s human resources in facing digital transformation and design a strategy to improve the Pottery Artshop’s readiness to face digital transformation. The research type used is a case study with a qualitative approach. The analysis employs VRIO (Valuable, Rare, Inimitable, and Organized) analysis and Digital Mastery - George Westerman analysis for internal analysis, and Porter’s Five Forces for external analysis. The results of both analyses become a basis for SWOT (Strength, Weakness, Opportunity, and Threat) analysis. The research results indicate that the Pottery Artshop, based on the Matrix of Four Levels of Digital Mastery - George Westerman is in the Beginners category due to its low digital capability and leadership capability. Improving the readiness of the Pottery Artshop for digital transformation requires the implementation of a strategic plan, namely training, innovation, collaboration, and mentoring.