Digital Transformation Strategy to Improve Sustainability of Sasirangan MSMEs in Banjarmasin City: SWOT-QSPM Approach

Abstract

Digital transformation is essential for sustaining culture-based MSMEs. However, Sasirangan MSMEs in Banjarmasin City continue to face limited digital literacy, weak digital branding, underutilized marketplaces, and manual business management. This study aims to formulate priority digital transformation strategies for improving their business sustainability. A qualitative descriptive design was employed by integrating SWOT analysis with the QSPM. Data were collected through interviews, observations, and documentation involving 18 informants, comprising 15 Sasirangan MSME owners or managers, representatives of the Cooperatives and MSMEs Office and South Kalimantan Dekranasda, and a digital marketing practitioner. The results show a relatively strong internal position, with an IFE score of 2.57, and favorable external conditions, with an EFE score of 2.98. Priority strategies include improving digital literacy and marketing capabilities, strengthening digital branding, optimizing marketplaces, digitizing payments and bookkeeping, and enhancing stakeholder collaboration. Implementing these strategies can strengthen competitiveness, preserve Banjar cultural identity, and support the long-term sustainability of Sasirangan MSMEs.