Profiling UMKM Negeri Makariki: Tantangan Transaksi dan Pemasaran Digital

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role as the economic foundation of villages, yet they still require a transformation toward a digital ecosystem to enhance systemic competitiveness. This community service aims to map the digital profile and readiness of 40 MSME actors in Negeri Makariki as a database for designing targeted technology acceleration programs. The method employed is a descriptive-qualitative survey within the framework of the Technology Acceptance Model (TAM) and Diffusion of Innovation theory, conducted through door-to-door structured interviews across three geographical zone. The data collection focused on non-cash payment systems and the utilization of digital marketing media. Observation results reveal a significant digital divide: 85% of business actors still rely entirely on cash, while 97.5% have not engaged in digital marketing, relying instead on conventional word-of-mouth promotion. These findings prove that the main barriers to technology adoption in rural areas are dominated by low perceived ease of use and usefulness, influenced by sociocultural factors. As a solution, a hands-on technical mentoring strategy is recommended, including QRIS account facilitation and digital content training. This step is expected to push Makariki's MSMEs out of the "laggards" category toward a more massive innovation adoption phase for sustainable local economic growth.