Digital transformation is a new trend in Industrial Era 4.0, leading to a new business pattern called the digital economy exacerbated by the crisis due to the Covid-19 pandemic. However, Indonesian Micro, Small, and Medium Enterprises (MSMEs) actors face obstacles in carrying out the business transformation process, as 90% of Indonesian MSMEs are still run conventionally. Therefore, the problem regarding resource unreadiness became the background of this research. This research aimed to find out the following aspects of MSME actors: (1) innovation priority during the Covid-19 pandemic, (2) acceptance of e-commerce, (3) levels of technology adoption, (4) difficulty levels in changing and adapting to technology, and (5) digital transformation in developing businesses due to the Covid-19 pandemic. This research employed a descriptive-quantitative approach in which the data were collected by distributing questionnaires to MSME actors in several cities in Indonesia. The results showed that (1) marketing innovation is the priority of MSMEs, (2) the majority of MSME actors are very receptive to the e-commerce, (3) the digital technology of e-commerce is major needed in MSMEs, (4) MSME actors find difficulties and obstacles in adaptation process, and (5) the combination of offline and online marketing methods became MSME actors’ choice as a survival strategy during the Covid-19 pandemic.

中文翻译：

---

大流行期间印度尼西亚中小微企业的数字化转型

数字化转型是工业时代 4.0 的新趋势，导致了一种新的商业模式，称为数字经济，因 Covid-19 大流行而加剧的危机。然而，印尼的微型、中小型企业 (MSME) 参与者在开展业务转型过程中面临障碍，因为 90% 的印尼 MSME 仍以传统方式运营。因此，资源未就绪问题成为本研究的背景。本研究旨在找出 MSME 参与者的以下方面：(1) Covid-19 大流行期间的创新优先事项，(2) 接受电子商务，(3) 技术采用水平，(4) 改变和适应技术，以及 (5) 由于 Covid-19 大流行，发展中业务的数字化转型。该研究采用描述性定量方法，通过向印度尼西亚几个城市的 MSME 参与者分发问卷来收集数据。结果表明：（1）营销创新是中小微企业的首要任务，（2）大多数中小微企业参与者非常接受电子商务，（3）电子商务的数字技术是中小微企业的主要需求，（4 ) MSME 参与者在适应过程中发现困难和障碍，(5) 线下和在线营销方式的结合成为 MSME 参与者在 Covid-19 大流行期间作为生存策略的选择。