E-Prospek as a digital catalyst for small enterprise resilience in the post-pandemic ERA

Abstract

The COVID-19 pandemic significantly disrupted the sustainability of Small and Medium Enterprises (SMEs) in Indonesia, particularly in terms of declining market demand, order cancellations, and severe liquidity challenges. Digitalization has emerged as a critical strategy to strengthen SME resilience, with E-Prospek, a digital marketing platform, playing a central role. This study aims to analyze the transformative impact of E-Prospek on SME performance, focusing on productivity, customer growth, and profitability. A mixed-methods approach was employed, with data collected from Lintang Kejora Craft SME through observation, in-depth interviews, and standardized questionnaires, which demonstrated reliability with a Cronbach’s Alpha greater than 0.7. The data were analyzed using thematic analysis and multiple regression. Findings indicate that E-Prospek contributed to a 40 percent increase in the customer base, a 30 percent rise in profit, and improved operational efficiency. Regression analysis revealed a significant positive effect with a beta coefficient of 0.15, a p-value of 0.004, and a correlation coefficient of 0.91 with a p-value of 0.001. Features such as automated follow-ups and integrated email marketing supported more personalized and loyal customer relationships. These findings offer strategic implications for entrepreneurs and policymakers in leveraging technology for sustainable business growth.