Resilience and Strategic Adaptation of Gorontalo's Leading MSMEs in Social E-Commerce Governance

Olgha S Nusu; Sabriana O. Gintulangi; Fidya H. Latala

doi:10.55681/economina.v5i6.2121

Authors

Olgha S Nusu Universitas Bina Taruna Gorontalo, Indonesia
Sabriana O. Gintulangi Universitas Bina Taruna Gorontalo, Indonesia
Fidya H. Latala Universitas Bina Taruna Gorontalo, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i6.2121

Keywords:

MSMEs, Digital Resilience, Strategic Adaptation, Social E-Commerce, Governance

Abstract

This study aims to analyze the resilience and strategic adaptation of Gorontalo's leading MSMEs in social e-commerce governance. The development of social commerce provides opportunities for MSMEs to expand their markets through Instagram, Facebook, TikTok, Shopee, and Tokopedia. However, these opportunities are accompanied by challenges such as digital literacy, low business legality, limited digital infrastructure, and regulatory changes through Minister of Trade Regulation No. 31 of 2023. Data shows that the number of MSMEs in Gorontalo Province increased from 82,732 units in 2023 to 105,509 units in 2024, or a growth of around 28%. Gorontalo City has 20,319 MSMEs, while Gorontalo Regency is the region with the largest number of MSMEs, namely 38,328 units. This study uses a descriptive qualitative approach with a case study method based on secondary data, policy documentation, limited digital observation, and thematic analysis. Data were analyzed through grouping themes of resilience, platform adaptation, digital literacy, business legality, regulations, and digital infrastructure gaps. The findings indicate that the resilience of Gorontalo's leading MSMEs is demonstrated not only through business sustainability but also through their ability to diversify marketing channels, separate promotional and transaction functions, adapt to regulations, and utilize local product identity as a digital differentiation strategy. This study confirms that e-commerce social governance for regional MSMEs requires attention to digital literacy, business legality, regulatory readiness, and equitable distribution of digital infrastructure.

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