Amalan dan penglibatan peniaga kecil melalui perniagaan digital semasa pandemik COVID-19 di Malaysia

Siti Masayu Rosliah Abdul Rashid

Abstract

Pandemik COVID-19 yang berlaku di seluruh negara telah menyebabkan banyak negara mengenakan sekatan perjalanan dan kawalan pergerakan. Di Malaysia misalnya, sektor perniagaan kecil adalah salah satu sektor yang paling terkesan oleh perintah kawalan pergerakan (PKP) yang dilaksanakan. Ini berikutan daripada penutupan bagi sektor sokongan seperti peruncitan dan juga pengangkutan yang menyebabkan kebanyakan peniaga kecil tidak dapat beroperasi dan sekaligus menyebabkan mereka hilang punca pendapatan. Namun demikian, sekiranya komuniti peniaga kecil memanfaatkan sepenuhnya aplikasi digital dalam perniagaan maka punca pendapatan mereka tidak begitu terkesan ekoran daripada krisis COVID-19 yang melanda pada masa kini. Justeru, adalah penting untuk mengkaji sejauh mana amalan dan penglibatan peniaga kecil menerusi aktiviti pemasaran digital dalam memperkasa norma baharu perniagaan di samping meninjau strategi perniagaan pasca COVID-19 pada masa depan. Kajian ini dijalankan ke atas 75 peniaga kecil yang menjalankan perniagaan dalam talian. Kajian mewakili perspektif daripada kumpulan WhatsApp peniaga kecil kawasan Tasek Gelugor dan Sungai Petani juga disertai oleh peniaga daripada laman sosial Facebook di Semenanjung Malaysia. Hasil tinjauan mendapati semua responden menjalankan perniagaan secara digital malah sewaktu berdepan dengan krisis COVID-19, responden memanfaatkan sepenuhnya aplikasi penggunaan ICT melalui norma baharu perniagaan yang telah dilaksanakan. Selain itu, hasil kajian turut menunjukkan bahawa responden telah bersedia sepenuhnya dengan pelbagai strategi perniagaan bagi mengharungi perniagaan era pasca COVID-19.

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