Post-Pandemic Digitalization of Indonesian Halal MSMEs: Towards New Normal Adaptation in the Digital Economic Transformation

Abstract

The COVID-19 pandemic has had a significant impact on the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, including the halal sector, which plays a vital role in the national economy. Social restrictions during the pandemic forced business actors to adapt through digital technology utilization to remain resilient and competitive in a rapidly changing market. This study aims to analyze the digitalization condition of Indonesia’s halal MSMEs after the pandemic, identify challenges and opportunities in the new normal era, and formulate effective adaptation strategies in the transformation process toward a digital economy. This research employs a descriptive qualitative method, using in-depth interviews and observations of halal MSME actors who have adopted digital technologies. The findings reveal that the post-pandemic period has accelerated digital adoption, especially in the use of e-commerce, social media, and digital payment systems. However, several barriers persist, including limited digital literacy, capital constraints, and inadequate technological infrastructure. The study concludes that successful digital transformation among halal MSMEs requires synergy between business actors, government, and supporting institutions to strengthen a sustainable and inclusive halal digital economy ecosystem.