Improving Cuangki Meatballs Micro, Small and Medium Enterprises Using Online Website-Based Digital Technology
Abstract
Micro, Small, and Medium Enterprises (MSMEs) are an economic sector that significantly contributes to national economic growth, particularly in job creation and strengthening local economies. However, the development of digital technology and changes in consumer behavior require MSMEs to adapt to remain competitive. One of the main challenges faced by MSMEs, particularly in the culinary sector, is limitations in marketing, market reach, and customer information management. The Meatballs Cuangki MSME, as part of a traditional culinary business, has significant market potential, but many businesses still rely on conventional marketing methods, making it difficult to compete in the digital era. Therefore, utilizing digital technology based on online websites is a strategic solution to improve the performance and competitiveness of MSMEs. This study aims to analyze the role and impact of implementing digital technology based on online websites on the growth of the Meatballs Cuangki MSME business. The research focuses on the influence of website use on market reach, increased sales, and consumer interaction and trust. This study uses a mixed methods approach, combining quantitative and qualitative methods. Quantitative data was obtained by distributing questionnaires to Meatballs Cuangki MSMEs and consumers who had used the online website service, while qualitative data was collected through in-depth interviews with business owners. Data analysis techniques included descriptive statistics and simple linear regression to measure the relationship between website use and improved business performance, as well as thematic analysis for qualitative data. The results of the study indicate that implementing an online website has a positive and significant impact on improving the performance of Meatballs Cuangki MSMEs. Website use has been proven to expand market reach, increase sales volume, and strengthen interactions between businesses and consumers. The website serves not only as a promotional medium but also as a means of providing product information, online ordering, and integration with digital payment systems. Furthermore, a professional website appearance increases consumer trust in the quality and credibility of the business. However, this study also identified several obstacles in implementing digital technology, including limited digital literacy among business owners, website management costs, and a lack of understanding of website optimization strategies such as SEO and digital analytics.
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