Utilization of Social Capital in Organizational Communication of Rural Micro-Entrepreneurs to Enter the Digital Ecosystem

Abstract

The significant increase in the number of small and medium-sized enterprises (SMEs) “go digital” since the COVID-19 pandemic does not mean that they have fully entered the digital ecosystem from ordering, shipping, to payment. Those who are generally micro entrepreneurs rely more on instant messaging, social media, and cash payments. This study aims to analyse the utilization of social capital with a systems approach from organizational communication to overcome internal and external challenges and constraints of rural micro-entrepreneurs in entering the digital ecosystem. Rural micro-entrepreneurs of Komunitas Teras Ciapus in Tamansari District, Bogor Regency, West Java have social capital to help each other penetrate the market. This descriptive qualitative research used data collection techniques of focus group discussions with 63 people out of 102 community members and in-depth interviews with key informants. The results of this study show that the trust and bonding and bridging social capital built by this community are a strong foundation for adaptation to the digital ecosystem, but it is necessary to strengthen linking social capital and norms in the form of instilling modern organization culture and digital culture to carry out digital transformation.