The Transformation of MSME Economic Behavior in Adopting Digital Platforms: A Qualitative Study of Business Adaptation Strategies in the Digital Economy Era

Abstract

The rapid proliferation of digital platforms has significantly reshaped the economic behavior of micro, small, and medium enterprises (MSMEs), particularly in developing economies where informal market structures have long prevailed. Despite the increasing number of studies on MSME digitalization, systematic comparisons between Indonesian and international contexts remain limited, and the qualitative dimensions of behavioral transformation are still underexplored. This study employs a systematic qualitative review of 20 peer-reviewed articles published between 2022 and 2025, selected from an initial pool of 847 records. The findings reveal three sequential transformation pathways necessary, experimental, and committed across four key behavioral domains: market orientation, operational restructuring, financial digitalization, and relational capital formation. Indonesian MSMEs show convergence with global trends in digital marketing effectiveness and adoption of digital payment systems. However, notable differences emerge in institutional support, levels of digital literacy, and the importance of community based learning networks. The study’s novelty lies in integrating behavioral economics with digital transformation frameworks to explain heterogeneous outcomes across similar platform use. Policy implications emphasize the need for ecosystem-based interventions, including digital literacy enhancement, mentoring programs, and cross-sector collaboration to strengthen MSME adaptability and sustainability.