Analisis Social Identity Digitalisasi Di Usaha Mikro, Kecil Dan Menengah (UMKM) Untuk Rekomendasi Manajemen Perubahan: Studi Kasus Interpretatif

Rahmanda, Fahri (2024) Analisis Social Identity Digitalisasi Di Usaha Mikro, Kecil Dan Menengah (UMKM) Untuk Rekomendasi Manajemen Perubahan: Studi Kasus Interpretatif. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Digitalisasi merujuk pada bagaimana teknologi informasi dapat digunakan untuk mengubah atau mengoptimalkan proses bisnis yang sudah ada. Perubahan tersebut kerap melibatkan perubahan struktur sosio teknis dimana teknologi informasi bekerja sebagai penggerak utama dalam organisasi. Munculnya digitalisasi telah merevolusi bisnis di seluruh dunia, menawarkan peluang pertumbuhan, inovasi, dan peningkatan efisiensi yang belum pernah terjadi sebelumnya. Usaha mirko, kecil dan menengah (UKM), yang merupakan bagian penting dari perekonomian global, semakin menyadari potensi transformatif dari teknologi digital. Tantangan ini dianggap sebagai peluang untuk meningkatkan daya saing dan keberlanjutan UMKM, baik di pasar domestik maupun internasional. Meskipun demikian, pada era digital saat ini, 90% UMKM Indonesia masih menjalankan operasinya secara konvensional karena kurangnya kapabilitas yang dimiliki oleh para pelaku UMKM.
Pendekatan interpretive case study digunakan untuk menjawab permasalahan aspek socio-technical dalam digitalisasi pada PT. XYZ, yaitu implementasi enterprise resource planning (ERP) yang masih berjalan dengan lambat. Pengumpulan data dilakukan melalui wawancara secara semi terstruktur terhadap beberapa pemangku kepentingan organisasi. Seluruh data akan ditranskripsi, lalu dianalisis melalui rangkaian kodifikasi untuk mencari tema dan pola. Social Identity Theory (SIT) digunakan sebagai lensa teoretis untuk menganalisis bagaimana persepsi, karakteristik, dan sikap pemangku kepentingan terhadap inisiatif digitalisasi. Identitas sosial Old-school Leadership, Operational Strivers, Digital Skeptics, Legacy Practitioner, dan Technology Laggards terbentuk di dalam perusahaan. Identitas ini memiliki konotasi negatif terhadap nilai-nilai perubahan, sehingga implikasinya dapat meningkatkan resistensi terhadap digitalisasi. Kerangka kerja 3Rs (reflection, representation, dan realization) dapat membantu mengakomodasi kepentingan identitas ini, serta pemantauan proaktif dan antisipasi konflik identitas sangat penting untuk keberhasilan digitalisasi.
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Digitalization refers to how information technology can be used to transform or optimize existing business processes. This change often involves socio-technical structural changes where information technology acts as the primary driver within the organization. The emergence of digitalization has revolutionized businesses worldwide, offering unprecedented opportunities for growth, innovation, and efficiency improvements. Micro, small, and medium-sized enterprises (MSMEs), which are an integral part of the global economy, are increasingly aware of the transformative potential of digital technology. These challenges are seen as opportunities to enhance the competitiveness and sustainability of SMEs, both in domestic and international markets. However, in the current digital era, 90% of MSMEs in Indonesia still operate conventionally due to the lack of capabilities among SME actors.
The interpretive case study approach is used to address socio-technical aspects in digitalization at PT. XYZ, which is preparing for the implementation of enterprise resource planning (ERP) initiatives. Data collection is conducted through semi-structured interviews with several organizational stakeholders. All data will be transcribed and then analyzed through a series of codifications to identify themes and patterns. Social Identity Theory (SIT) is used as a theoretical lens to analyze how stakeholders' perceptions, characteristics, and attitudes towards digitalization initiatives shape organizational dynamics. Social identities such as Old-school Leadership, Operational Strivers, Digital Skeptics, Legacy Practitioners, and Technology Laggards has a negative connotation towards the values of change, so that its implications can increase resistance to digitalization. The 3Rs framework (reflection, representation, and realization) can help accommodate the interests of these identities, and proactive monitoring and anticipation of identity conflicts are crucial for the success of digitalization.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Digitalisasi, UMKM, Interpretive Case Study, Social Identity Theory Digitalization, SMEs, Interpretive Case Study, Social Identity Theory
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Information and Communication Technology > Information Systems > 59101-(S2) Master Thesis
Depositing User:	Fahri Rahmanda
Date Deposited:	04 Aug 2024 11:17
Last Modified:	04 Aug 2024 11:17
URI:	http://repository.its.ac.id/id/eprint/111034

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