The Competitiveness of Brick-Making MSMEs in Alaskandang Village in the Era of Digital Commerce: Surviving or Being Left Behind?

Abstract

The transformation of digital commerce has changed marketing patterns and business competition in various economic sectors, including Micro, Small, and Medium Enterprises (MSMEs). This study aims to assess the readiness of brick-making MSMEs in Alaskandang Village to face the development of digital commerce, identify factors influencing the digital adaptation process, and analyze its impact on business competitiveness. This study used a qualitative approach with field research. Data were collected through observation, in-depth interviews, and documentation. Data were then analyzed using data reduction, data presentation, and conclusion drawing. The results indicate that the level of digital readiness of brick-making MSMEs is still relatively limited. Although most entrepreneurs have access to technological devices and internet networks, their use for marketing and business development has not been optimal. Factors supporting the digital adaptation process include the availability of technological resources, internet access, and entrepreneurs' awareness of the importance of keeping up with current developments. Obstacles faced include low digital literacy, limited technology-based business management skills, and the characteristics of brick products that are considered unsuitable for marketing through digital media. In terms of competitiveness, brick-making MSMEs are still able to maintain their existence through product quality, customer trust, and established marketing networks. However, strengthening digital capacity is crucial to maintaining and enhancing business competitiveness in the era of digital commerce.