Peran Teknologi Dan Kompetensi Digital Dalam Strategi E-Commerce UMKM Mie Jebew Bandar Lampung Berdasarkan Pendekatan Diamond Strategy

Abstract

This study examines the role of technology and digital competence in the implementation of e-commerce strategies in MSME Mie Jebew, Bandar Lampung, using the Diamond Strategy perspective. Adopting a qualitative case study design, data were collected through in-depth interviews, observation, and documentation to describe how digital platforms support marketing activities and market reach. The findings indicate that the use of social media platforms (TikTok, Instagram, and Facebook) is associated with broader market reach, as orders are not only received from the surrounding area but also from customers outside the initial local market. At the same time, the study identifies digital competence as a key issue in implementation, reflected in the business actor’s difficulties in understanding digital marketing strategies and the expressed need for training and guidance. Operational challenges were also reported, particularly in handling online orders, including occasional errors in entering delivery addresses. In terms of marketing tactics, discount offers were perceived as an effective approach to attract customers, supported by promotional activities across multiple platforms. Overall, the case highlights that the adoption of digital platforms needs to be accompanied by the development of practical digital competencies and more structured order management to strengthen MSME competitiveness in the digital marketplace.