INNOVATIVE ENTREPRENEURSHIP STRATEGIES FOR A DISRUPTIVE ERA

Abstract

The Covid-19 pandemic that has ravaged the past two years and the technological advancements in this disruptive era have played a crucial role in the transformative changes brought about by new discoveries and innovations, necessitating the utilization of information technology in their development. The majority of sectors in the economy experienced instability during the pandemic, with the micro, small, and medium enterprises (MSMEs). This research aims to explore aspects related to MSME business strategies. It employs a qualitative and descriptive research methodology, with the founders/owners of MSMEs as the research subjects. The data collection methods employed include interviews, observations, and documentation, enabling a comprehensive exploration of the subject matter. The research findings validate that digital marketing in the disruptive era facilitates MSMEs in providing information and engaging in direct interaction with consumers, expanding their market reach, and enhancing awareness and sales for these enterprises.