Authors : Olivia Fransiske Christine Walangitan

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/4hzpr4eb

Scribd : https://tinyurl.com/34raxdck

DOI : https://doi.org/10.38124/ijisrt/26feb056

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The rapid advancement of Industry 4.0 has transformed contemporary business practices, shifting organizational operations from conventional approaches toward technology-driven systems. Digital tools such as e-business, e-commerce, e-banking, and e-learning have become essential mechanisms for expanding market access and strengthening business outreach. For Micro, Small, and Medium Enterprises (MSMEs), digital transformation represents a strategic necessity in the post-pandemic environment and within increasingly competitive global markets. Grounded in the perspectives of digital transformation theory, entrepreneurship, and business sustainability, this study examines how MSMEs in Manado strategically utilize digital platforms to enhance business performance. A qualitative research design was employed, with data collected through in-depth interviews involving MSME actors actively engaged in digital business practices. The findings demonstrate that the strategic adoption of social media and e-commerce platforms improves market penetration, marketing efficiency, and customer engagement. However, MSMEs continue to face challenges related to digital competencies, algorithm changes, and content consistency. The study contributes theoretically to digital entrepreneurship and MSME development literature while offering practical implications for MSME practitioners and policymakers in strengthening digital transformation strategies. Recommendations for future research include mixed-method approaches and broader geographic coverage to enhance analytical rigor and generalizability.

Keywords : Digital Platforms, MSME Development, Digital Transformation, Business Sustainability.

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