STRATEGI TRANSFORMASI DIGITAL UMKM KERAJINAN TANGAN PADA MASA PANDEMI COVID-19 DI KABUPATEN GIANYAR, BALI

This article aims to deepen the strategies carried out by woven handicraft SMEs in adapting to the digital world during the Covid-19 pandemic. Digital transformation for MSMEs is a necessity during the current pandemic, but it is also inseparable from the challenges that accompany it. The weaving handicraft UMKM players in particular have a strategy that must face various obstacles. One of the most important obstacles is the difficulty of adapting to digital technology, in this case online marketing in various forms. MSMEs are forced to design strategies to enter the digital ecosystem. This article argues that MSMEs will be tested for resilience in the midst of a crisis in order to exploit their resources and take innovative steps. This article makes the weaving craftsmen in Gianyar Regency the subject of research. The method of data collection is done by observation and in-depth interviews. Data classification and analysis were carried out using the principles of qualitative methods