Strategi Pengembangan Bisnis, Brand Awareness dan Transformasi Digital menuju Koperasi Modern

Neng Evi Kartika, Dikdik Hardjadi, Oding Syafrudin

Abstract


Very rapid technological changes provide challenges for the cooperative business world. The presence of this technology forces cooperatives to start changing into modern cooperatives. The existence of Law No. 11 of 2020 concerning Job Creation makes it easier for cooperatives to continue to grow, but in fact many people consider cooperatives to be underdeveloped financial institutions. This research results in the fact that public brand awareness of cooperatives is still very low, this is a challenge in itself for cooperatives to be able to carry out rebranding, through digital transformation which has a positive influence towards modern cooperatives, so that the higher the brand awareness of cooperatives, the more they will start implementing business development strategies. right. This research uses a descriptive quantitative method with the results of this research showing a positive influence between cooperative business development strategies, brand awareness and digital transformation towards modern cooperatives.

 

Perubahan teknologi yang sangat cepat memberikan tantangan tersendiri untuk dunia usaha koperasi. Hadirnya teknologi ini memaksa koperasi untuk mulai beralih menjadi koperasi modern. Adanya UU No 11 tahun 2020 tentang Cipta kerja memberikan kemudahan bagi koperasi untuk terus bertumbuh, tetapi naytanya banyak masyarakt yang tmenganngap koperasi itu lembaga keuangan tertinggal. Pada penelitian ini menghasilkan bawa Brand awareness masyarakat terhadap koperasi masih sangat rendah, hal ini menjadi sebuah tantangan tersendiri untuk koperasi dapat melakukan rebranding, melalui transformasi digital yang mana memberikan pengaruh positif Menuju koperasi modern, sehingga semakin tinggi brand awareness koperasi akan mulai melakukan strategi pengembangan Bisnis yang tepat. Penelitian ini menggunakan metode kuantitaif deskriptif dengan hasil dari penelitian ini terdapat pengaruh positif antara strategi pengembangan usaha koperasi, brand awareness dan transformasi digital menuju koperasi modern.


Keywords


business development strategy; brand awareness; digital transformation; modern cooperatives.

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DOI: https://doi.org/10.25134/logika.v14i02.8899

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Logika : Jurnal Penelitian Universitas Kuningan

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