KEY FACTORS TRANSFORMASI DIGITAL UMKM (PENDEKATAN ANALISIS MICMAC PADA UMKM DI BALI)

The Covid-19 pandemic has resulted in the tourism sector in Bali declining drastically, so that many affected tourism workers have turned to entrepreneurs by establishing UMKM because it is relatively easy without high capital. However, to be able to compete, and be able to take advantage of the opportunities for restrictions during the pandemic, UMKM need to carry out digital transformation, not only between businesses and customers, but also between businesses and their employees. The purpose of this study is to identify and analyze the key factors of digital transformation of UMKM in Bali Province through a prospective structured analysis approach with MICMAC software. The results of the analysis show that the influence/determinant variables (key drivers) in the digital transformation of UMKM in Bali are digital infrastructure variables or key factors, digital customer preferences, leadership and management, and capital allocation. Relay variables consist of climate of innovation, mastery of technology, environmental conditions and demands, and human resources. Meanwhile, organizational culture is a depending variable and community digital literacy is an excluded variable. The digital infrastructure variable is the most influential variable, while the most dependent variable is technology mastery (on direct interaction) and innovation climate (on indirect interaction).