THE COMPARISON OF DIGITAL TECHNOLOGY USE DURING AND AFTER COVID-19 PANDEMIC IN FOOD AND BEVERAGE SECTOR

• Main Author: Dandy Ardiansyah, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72416
• Institution: Institut Teknologi Bandung

Since the covid-19 pandemic, digital technology has become mandatory, especially for MSME’s food and beverage sector. They had to keep selling even though they were not allowed open dine-in by Indonesian government regulations. The use of digital technology was expected to help MSME’s to survive in that era. It is common to use the digital technology after the pandemic, where the application of it happened because of situation not the desire. There are several questions that researcher wants to find out, first; what digital technology was used by MSMEs during and after the pandemic, second; are they still continue to use the digital technology or not, and the last is how effective the digital technology help MSME’s during and after the pandemic. This research uses qualitative method with five MSME’s samples: Uncle Chen, Kopi Belakang, Karazza, Pecel Kediri, and Soto Madura. Interview and observation are used for collecting primary data and also taking secondary data on the internet to be validated. The five MSME’s match the criteria that the researcher wants. The results of this study has shown that the use of digital technology during the pandemic consists of E-Commerce, E-payment or Digital Payment, Social Media, Digital Inventory System, and POS System. Furthermore, 80% of them continue to use digital technology after the covid-19 pandemic. The effectiveness was excellent in terms of sales which helped MSME’s during pandemic. Today, it is moved to the operational area, which helped MSME’s to record the financial and warehouse stock they kept. The conclusion from the study has shown that the use of digital technology had reached the smallest level of MSME’s, which is micro, where they use digital technology during covid-19 and continue to use it until now. For the comparison of digital technology, some of MSME’s use digital technology after the pandemic and there is also MSME’s who do not use digital technology after the covid-19 pandemic. Finally, the effectiveness of digital technology has shifted from marketing to operational areas where digital technology helps to record their turnover or expenses and stock of goods in warehouses automatically and in real-time.