IMPLEMENTATION OF INNOVATION 4.0 THROUGH THE DEVELOPMENT OF DIGITAL START UPS MALANG GO

The development of science and technology give impact for society. Nowadays, technology and humans have become an inseparable part. People use technology especially in digital technology to make easily and simplify the work. Digital technology provides services to access various information and services to support human activities. Creators strive to develop innovation and creativity in digital technology more broadly. Digital technology innovations have also been developed to improve business service activities. The innovation in business is needed to enlarge the market, optimize distribution channels, and maximize business productivity. Therefore, digital services or platforms are indispensible needed for business development, especially on a micro scale. MSME managers can use digital technology, one of which is in their distribution and logistics channels. Digital technology innovation can be embedded in the request process and between products to customers. In addition, and delivery services can also be applied to ordering and delivering raw materials from suppliers. By using digital technology for distribution and logistic it will increase efficiency and productivity of MSMEs. Responding to the problems that arise, Malang Go become a digital technology innovation to increase the efficiency and productivity of MSMEs in Malang City. Malang Go offers delivery or courier services for products produced by MSMEs. Malang Go has excellent services that support the sustainability of MSME business in Malang City and does not set high-cost services and increases the price of products produced by MSMEs. This Start Up only charges administration fees to MSME partners every 6 months. Thus, MSME owners can increase efficiency and productivity in the business they run. This is one of the advantages of Malang Go application compared to other similar applications.