Digital knowledge improvement for Indonesian small and medium enterprises: Cultural change in digital mental

Abstract

Cultural changes in society affect many areas of life, including the business sector as well as small and medium enterprises. During a pandemic, there are changes in the way people think, act, and socialize. The COVID-19 pandemic has altered the world’s economic order to such a large degree that the International Monetary Fund predicted negative global economic growth in 2020. In Indonesia, economic activities have decreased drastically, especially with the government-mandated, large-scale social restrictions and health protocols such as the use of masks and social distancing. The first strategy for Indonesian small- and medium-scale enterprises in the new normal is to conduct marketing research on consumers to meet their needs. Marketing research is part of the STP (segmentation, targeting, and positioning) marketing strategy, and is more suitable and appropriate to meet consumer needs. Although qualitative research methods and analyzing branding strategies were used, the current study analyzed how community, especially small business actors, adapts to this pandemic. Mental changes in society were analyzed as well as cultural changes in society’s digital mental state. The results of the study showed mental changes along with the development of digitalization in all sectors.