Transforming traditional SMEs into digital business during COVID-19 pandemic: A case study of pumpkin processing small enterprises in Getasan village, Semarang Regency, Indonesia

Getasan subdistrict, as the largest pumpkin producer in Semarang Regency, has developed and marketed pumpkins processed food product. Meanwhile, during the Pandemic period, tourist visits to Semarang Regency decreased, resulting in a decline in the production and sale of processed pumpkin. Many efforts, including product diversification and business management, have been made but have not resulted in increased sales. The purpose of this study was to identify issues, potential solutions, and strategies for the development of the processed pumpkin product process to increase sales. This was a case study of the development of a small and medium-sized enterprise (SMEs) in Getasan Village, Semarang Regency. This study also aims to show the transformation process required by MSMEs towards a digital market. This is important, especially for food producers affected by COVID 19, including MSMEs in Getasan, which have been relying on sales from tourist visits. The data were retrieved through field identification, interviews, and literature reviews. The data were analyzed using the SWOT and Analytical Process (AHP) analysis techniques. The analysis revealed several factors affecting pumpkin processing, including market penetration and business sustainability. Additionally, the study revealed that SME management, as well as human resource management, were identified as critical factors that need to be improved and developed to increase sales. Improved management and human resource management in SMEs will improve more adaptive organizational culture traditional sales to online sales.