Performance and adoption of a PWA-based omnichannel application for MSMEs: Insights from SinariUMKM

The rapid growth of social media use among micro, small, and medium enterprises (MSMEs) in Indonesia has created new opportunities for digital marketing. Yet, fragmented platform management remains a significant challenge. While previous studies highlight the efficiency of cross-platform integration, few have provided practical solutions tailored to MSMEs with limited technical and financial resources. The objective of this study is to develop and evaluate “SinariUMKM”, a progressive web application (PWA)-based omnichannel system designed to simplify campaign management, broadcasting, and reporting across multiple social media platforms. Using a research and development framework combined with rapid prototyping, the application was calibrated and tested in numerous stages. Black-box functional tests demonstrated that all modules, campaign, broadcasting, and reporting, performed reliably, achieving an average loading time of 3s and a transition speed of less than 1 second between pages. Survey validation involving 117 MSMEs showed high acceptance, with mean scores of 4.62 for smartphone usability, 4.62 for promotional usefulness, and 4.52 for alignment with current business trends. However, technical reliability scored slightly lower at 3.55. These findings confirm that “SinariUMKM” effectively addresses key marketing needs while remaining lightweight and affordable. The study contributes a scalable model for supporting MSME digital branding and highlights the importance of improving technical stability for sustainable adoption.