Business Actors’ Perceptions Of The Use Of Digital Platforms For Business Development In East Ciputat District
Abstract
. This study aims to analyze in depth the perceptions of business actors regarding the use of digital platforms for business development among MSMEs in East Ciputat District, grounded in the increasing importance of digital transformation highlighted in the literature, particularly through the Technology Acceptance Model and the Diffusion of Innovation framework, which emphasize perceived usefulness, perceived ease of use, and organizational readiness as key determinants of technology adoption, therefore employing a qualitative descriptive approach through in-depth interviews, field observations, and documentation with purposively selected MSME actors engaged in digital activities, and analyzing the data using the interactive model of Miles, Huberman, and Saldaña to identify patterns of perception, utilization dynamics, and emerging challenges, with the findings indicating that business actors generally hold positive perceptions of digital platforms due to their ability to expand market reach, enhance marketing effectiveness, strengthen customer engagement, and improve operational efficiency, although these perceptions are accompanied by constraints such as limited digital literacy, technical barriers, low confidence in content creation, and difficulties in maintaining consistent online management, thereby leading to the conclusion that digital platforms have become a strategic necessity rather than an optional tool for MSME sustainability and competitiveness in East Ciputat District, and that their optimal utilization requires systematic capacity-building, continuous mentoring, and ecosystem strengthening to ensure long-term digital adoption and business growth.
Keywords: MSMEs, digital platforms, business development, user perception, East Ciputat, digital transformation.
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