KESENJANGAN LITERASI DIGITAL DAN DAMPAKNYA TERHADAP PERILAKU EKONOMI UMKM : PENDEKATAN TEORI INOVASI DIGITAL

This study examines the digital literacy gap (DIL) and its impact on the economic behavior of MSMEs in Indonesia using Rogers' Diffusion of Innovations Theory. Previous studies have emphasized that low digital literacy hinders MSMEs' technology adoption, productivity, and competitiveness. This study employed a qualitative method with a phenomenological approach and multiple case studies of five MSMEs, using in-depth interviews and observations to explore their experiences, perceptions of innovation, and economic decision-making. The thematic analysis revealed three main findings: (1) MSMEs with low DIL face access barriers, limited skills, and digital anxiety, which reinforce the perception of technology complexity; (2) perceptions of relative advantage and compatibility are stronger among highly literate MSMEs, resulting in faster adoption of e-commerce, fintech, and other digital systems; (3) low DIL leads to conservative economic behavior, slow innovation, and missed market opportunities, while high DIL increases efficiency, market expansion, and business resilience. These findings demonstrate that DIL plays an important role as a mediator in the diffusion of digital innovation. The study concluded that the digital literacy gap contributes significantly to disparities in productivity and competitiveness of MSMEs, with implications for national economic contribution.