STRATEGI INTERNASIONALISASI UMKM MINUMAN BERBASIS DIGITAL DI INDONESIA

Abstract

This study aims to explore the role of digital strategies in the internationalization process of beverage Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. While MSMEs contribute over 60% to the national GDP and absorb the majority of the workforce, their participation in export activities remains low at approximately 4%. This discrepancy highlights a significant gap between domestic strength and global market involvement. Using a qualitative descriptive approach through case studies, this research adopts the Uppsala Model and the Born Global Theory as analytical frameworks to evaluate the digital readiness and strategies of beverage MSMEs in leveraging platforms such as e-commerce, social media, and international marketplaces. Primary data were gathered through semi-structured interviews with beverage MSME actors, and secondary data were sourced from literature and documentation. The findings reveal key challenges including limited technological literacy, inadequate access to foreign markets, insufficient branding strategies, and lack of institutional support. Additionally, most MSMEs struggle with human resource capacity in managing digital platforms and international marketing. This study recommends targeted training, digital literacy enhancement, and collaborative efforts involving government, educational institutions, and private sectors to build global competitiveness. With the right digital strategy, Indonesian beverage MSMEs can bridge the gap and enhance their sustainable contribution to international trade.