PERGESERAN BISNIS KONVENSIAL KE BISNIS DIGITALSAAT DAN PASCA PANDEMI COVID-19

Khalimatul Maulida; Anita Purnamaning Wulan

Khalimatul Maulida Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pekalongan
Anita Purnamaning Wulan Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pekalongan

Keywords: Digital Transformation., COVID-19 pandemic., success factors., long-term impacts., business strategy.

Abstract

The COVID-19 pandemic has drastically changed the business landscape, forcing many companies to transition from conventional to digital models. The adoption of digital technologies, such as e-commerce and digital payments, has surged during the pandemicin response to social restrictions and lockdowns. This research aims to identify factors influencing the success of digital business transformation and its long-term impacts on operations and consumer behavior. The results indicate that rapid adaptation, digital innovation, and awareness of the importance of transformation are key to success in facingthese changes. However, challenges such as cybersecurity and digital divide also need to be addressed. Practical implications of this research include improved operational efficiency, market expansion, and reduced dependence on physical locations. Recommendations are provided to enhance technology infrastructure, train employees in digital skills, and enact regulations supporting an inclusive and secure digital economy.