Exploration of Sociodemographics and Business Dimensions in Driving Digital Transformation in SMEs in Surakata, Indonesia

Abstract

Purpose – This study investigates the influence of socio-demographic characteristics and business dimensions on digital transformation adoption among micro, small, and medium enterprises (MSMEs) in Surakarta, Indonesia, focusing on marketing, e-commerce, and digital payment systems.

Methodology/approach – A quantitative survey was conducted with 100 MSME actors using quota sampling. Data were collected via online and printed questionnaires. Univariable analysis described respondent characteristics and adoption patterns, while bivariate analysis using Fisher’s Exact Test examined relationships between socio-demographics, business dimensions, and digital adoption.

Findings – Results show that gender is the only significant predictor of digital transformation adoption (p = 0.044), with male and female entrepreneurs exhibiting different adoption behaviors. Other factors, including age, education, work experience, employment status, business age, scale, sector, and business dimensions, were not significant. This indicates that adoption is more influenced by organizational readiness, digital strategies, and technical capacity than individual or business attributes.

Novelty/value – This study highlights the importance of gender in digital adoption within MSMEs in medium-sized cities, integrating Human Capital Theory and the Technology-Organization-Environment (TOE) Framework to provide a comprehensive perspective. The findings support targeted, gender-sensitive digital training and strategic interventions to enhance digital uptake and competitiveness among MSMEs.