PERUBAHAN SOSIAL PELAKU UMKM MELALUI PEMANFAATAN TEKNOLOGI DIGITAL (Studi Pada Sentra Industri Kampung Sanan Kota Malang)

This research aims to identify the causal factors and explain how Micro, Small, and Medium Enterprises (MSMEs), specifically tempeh chips businesses in the Sanan Industrial Center, utilize digital technology. The background of this study is based on the development of digital technology that has led to social changes, requiring culinary-based MSMEs to adapt to rapidly shifting social conditions. The Covid-19 pandemic accelerated the use of digital technology; therefore, this research seeks to understand the behavioral patterns of tempeh chips entrepreneurs. This study employs a qualitative research method with a phenomenological approach and uses descriptive analysis. Data collection techniques include observation, interviews, and documentation. Interviews were conducted with four research subjects using simple random sampling. The Structural Functionalism Theory by Talcott Parsons, specifically the A.G.I.L. framework, was used. The results of the study identify five social change factors influencing digital utilization: (1) Covid-19 pandemic, (2) changes in consumer behavior and market demand, (3) opportunities for market expansion and distribution networks, (4) availability of service infrastructure, and (5) competitive pressure and the need to maintain relevance. Overall, this study concludes that the use of digital technology among tempeh chips MSMEs in Sanan constitutes a transformative shift in survival strategies, economic distribution patterns, and broader access in building social capital.