CONCEPTUAL MODEL FOR SME DIGITAL TRANSFORMATION DURING THE COVID-19 PANDEMIC TIME IN INDONESIA: R-DIGITAL TRANSFORMATION MODEL

Digital transformation is one that has been accelerated in response to the COVID-19 pandemic hit world since end of 2019. As a sector proven reliable facing SME crisis, it encouraged accelerate its digital process due distance limitation policy imposed during pandemic. This article aims assess importance understanding right model for each SME, especially taking advantage momentum social restriction policies pandemic, because choosing will provide better probability successful transformation. research qualitative through content analysis produce theoretical construction SMEs Indonesia which we call reasonable (R-DT SME). The conclusion obtained based on mapping R-DT model, can be concluded that: (1) main trigger DT UKM external driver, not many internal drivers have found, what done still reactive nature and tends only follow steps other actors so as create uniqueness said result loss opportunities competitive over competitors; (2) In general, implementers set strategic imperative their decision carry out transformation, but measurable milestones carried cannot measured level success; (3) general change some company's operations digital, this shows low maturity today.