The Readiness of Local Food MSMEs Actors in the Use of Digital Technology 4.0

Digital technology 4.0 is developing automated technology into smart technology. This technology is usually inserted into almost every technological device or application used in everyday life, such as laptops, computers, cellphones, WhatsApp, Facebook, YouTube, Google, TikTok, Instagram, and e-commerce, which are included in the cloud computing category. This system is beneficial for MSME players in running a business and developing local food MSMEs, but what is still an obstacle is that if interaction with digital technology 4.0 has not been carried out thoroughly, the results will be less than optimal. This can be seen through the readiness of MSME players to use digital technology 4.0, such as service features, which are not all utilized in running a business. The results revealed that innovation as a driving factor of readiness for local food MSME players has a more significant positive influence than optimism in controlling local food MSMEs while interacting with digital technology 4.0. Furthermore, the inhibiting factors considerably influence the insecurity felt by local food MSME players in running a business because the sense of trust in the use of digital technology 4.0 is still lacking. Still, the perceived discomfort has been better in using digital technology 4.0. These results will benefit local food MSME players, government institutions, and banking institutions for the development and sustainability of local food.