Business Prospects for Micro, Small and Medium Enterprises in The Digital Era Towards a Golden Indonesia in 2045 (Case Study In Purwakarta Regency)

Abstract

This research aims to examine the prospects for business opportunities for micro, small and medium enterprises in the digital era in Purwakarta Regency. The research used qualitative methods and used SWOT analysis to find out crucial aspects that can help to achieve business goals. The findings of this research were that there were 13,486 MSMEs in Purwakarta Regency in 2022, increasing digital technology, digital marketing opportunities for MSMEs are growing at a reasonable rate at this time. The strengths, weaknesses, opportunities and threats of micro, small and medium enterprises are then analyzed to increase strengths, reduce weaknesses, build better opportunities and avoid threats that may occur in the future. The policies of the central government and the Purwakarta regency government have provided opportunities for MSMEs to implement creative digital marketing to attract consumers. In general, customers want quality product information and excellent service. The prospects for micro, small and medium enterprises in the digital era towards a Golden Indonesia 2045 in Purwakarta Regency are very promising and can be developed through various opportunities, namely: especially with economic dynamics, technological changes and supportive government policies. The business prospects for MSMEs in the digital era in Purwakarta Regency are still very likely to make sales using the marketplace because it is easier, efficient, effective and can reduce costs, change traditional marketing methods to modern ones with digital technology, access to markets is easier and can expand market access, strengthening branding, and the need for innovation in food, beverage and other products that are quality and liked by consumers.