Adaptive government communication and mentoring across MSME digital readiness levels: a qualitative case study

Abstract

This study aims to analyze the communication strategies employed by the Department of Industry, Trade, Cooperatives, and MSMEs of North Musi Rawas Regency in supporting the development of digitally based micro, small, and medium enterprises (MSMEs). A qualitative approach with a case study design was employed. Data were collected through semi-structured interviews with four informants, consisting of a digitally active MSME owner, a partner or community representative, a non-digitalized MSME owner, and a representative of the MSME Division of the local government, and were supported by observation and documentation. The data were analyzed using reflexive thematic analysis. Four main themes emerged: multichannel communication strategies in MSME digitalization, the process and gap of digital adoption, the role of mentoring and collaboration, and barriers and needs for strengthening communication strategies. The findings indicate that the most effective communication strategy is hybrid, combining socialization, face-to-face training, direct mentoring, WhatsApp, and social media. The study also identifies a digital readiness gap between MSMEs that have adopted social media and QRIS and those that remain at the pre-adoption stage due to limitations in digital literacy, devices, internet access, time, and technological experience. Continuous mentoring and stakeholder collaboration were found to be critical in bridging information delivery and actual technology adoption in business activities. The study concludes that successful MSME digitalization depends more on the alignment of communication strategies with the digital readiness of business actors than on the number of digital platforms introduced. The findings imply the need for adaptive communication strategies and differentiated mentoring to support a more inclusive and sustainable digital transformation of MSMEs.