Developing E-Commerce Adaptation in Creative Industry: A

Practical Approach

Arlina Nurbaity Lubis, Prihatin Lumbanraja

and Beby Kendida Hasibuan

Faculty of Economic and Business, Universitas Sumatera Utara, Medan, Indonesia

Keywords: E-Commerce, Technology Adaptation, Management, Tourism, North Sumatera, Longitudinal Study

Abstract: A successful tourism required the support from MSMEs that affiliated with the tourism area. The problem of

the growth of the industry in North Sumatra is related to the low competitiveness of MSMEs so that this

business will become unsustainable in the long run. Today’s revolution industry 4.0 forced much more

digitized and internetization of MSMEs in near future. The existence of advanced technologies lead to

application of e-commerce. The future of MSMEs’ growth will be driven with e-Commerce. This paper

reported the result of longitudinal study to improve MSMEs readiness to adopt e-commerce in Tourism Area.

As e-commerce will improve overall business which may also promote tourism in the future, our experiment

was a great success. A number of 200 MSMEs were participated in this study. The MSMEs’ were collected

from four main area of toursm, the lake, mountain, coastal and city tour. A paired t-test were used to evaluate

the change within MSMEs. The result indicate that it is better to help MSMEs with training and advocating

rather than waiting for a pro-active approach from MSMEs to take action.

1 INTRODUCTION

Tourism has become the spotlight for Indonesia and

has been growing steadily since 2012 (Indonesia

Statistics Bureau, 2015). It has become the great

source to improve economic development, both for

the local society and national as whole. As we talked

about tourism, North Sumatera were blessed by many

tourism spot such as Toba Lake, especially Samosir

Island. North Sumatera also hold many hills and

beach tourism spot around the proviciency. It is for a

reason North Sumatera selected as one of featured

tourism destination in “Visit Indonesia Program.”

Tourism was not defined as a stand-alone activiy

or program that could satisfy consumers without other

aspects. Spillane (1994) argued that tourism at least

involved in socio-cultural aspect, economic aspect,

and political aspect. Tourism required the existence

of many industries to support themselves. Creative

industries helped to improve the tourism experience

for good (Lumbanraja et al., 2017). Many industries

helped to improve tourist’s tourism experience in a

good way that lead to satisfaction. A satisfied tourist

tend to become loyal (Kotler and Keller, 2012) which

will shape their behaviour, such as revisited the

tourism spot, even recommend their vacation to

others in near future.

Tourism is supported by the pillar of economic

aspect. A certain ghost town has been fully

regenerated by the support of creative industries that

reshaped the dying village into tourism spot (Dahm,

1994). Jayne (2004) and Rogerson (2008) also

studied the importance of MSMEs to support tourism.

Both of the previous work focussed on how creative

industry support tourism.

As we discussed about how MSMEs will support

tourism, we need to take a note that MSMEs also will

undergo transformation, the more digitalized and

automated industry as descibed in the forth industrial

revolition, Industry 4.0. Almada-lobo’s work (2016)

stated that cloud computing and Internet of Things

(IoT) will become the core and the driver to stimulate

MSMEs’ growth. MSMEs will become more

globalized that globalization itself. It will ease the

integration for both forward or backward integration

(Lubis et al. 2018).

Industry 4.0 will be more likely give most part of

opportunities to MSMEs. However many of MSMEs

were not ready to adopt in Industry 4.0 (Shcroder,

2017). The biggest hurdle to overcome to adopt

Industry 4.0 was the poorly equipped MSMEs in

addition to their lack of advanced technology

development acceptance behaviour. Still, it is

important to evaluate their readiness to accept the

Nurbaity Lubis, A., Lumbanraja, P. and Hasibuan, B.

Developing E-Commerce Adaptation in Creative Industry: A Practical Approach.

DOI: 10.5220/0009202903010308

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 301-308

ISBN: 978-989-758-498-5

301

change as it will be the source of their future growth

(Bettiol et al., 2017).

Rahayu and Day (2017) studied the important

factor that affect Indonesia's adaptation toward e-

commerce. They conclude that perceived usefulness,

technological readiness, innovation, information and

technologies exposure, and the owner's experiences

were the decesive factor that affect MSMEs'

readiness to adopt MSMEs. Nurrohmah and Alfanur

(2016)'s work suggested three factor that affect

MSMEs' e-commerce adoption which were their

technological readiness, external factor, and internal

factor. Kabanda and Brown (2017) suggested that

technological readiness was the most influental

factor.

Li and Xie (2012) argued that e-commerce related

buying and selling products or services through

electronic data transmission using the internet, thus it

promote easiness and effectiveness in each

transaction. E-commerce can also help to promote

business, even the tourism as one product. E-

commerce will help to promote and stimulate tourism

itself.

This study aimed to evaluate the e-commrece

readiness in MSMEs that support tourism spot. The

ultimate goal of this study was to promote and support

tourism through the existence of MSMEs that readily

adapt themselves toward changes.

2 LITERATURE REVIEW

2.1 North Sumatra Tourism Region

2.1.1 Lake Tourism Area

The most famous Lake tourism area in North Sumatra

is the Lake Toba Region consisting of Parapat, Lake

Toba, and Samosir Island. In this area, the main

tourist attractions are scenery, culinary and cultural

tourism. Strong cultural values themselves become an

attraction for visitors. Even some of the visitors

mentioned the Lake Toba area as Mythical Tourism

with a unique tourist experience. Industries such as

handicrafts and souvenirs, culinary, transportation,

rentals (vehicles), lodging, and fashion have grown

and developed quite well in this area.

2.1.2 Mountain Tourism Area

Berastagi is a small highland town located 60

kilometers to the south of Medan. The area can be

accessed by taking a mountain path. The temperature

in the area is relatively cooler than Medan which

makes it very suitable for the fresh fruit and vegetable

plantation area. This tourist area has many tourism

sectors such as Lumbini Natural Park (Temple), Hot

Springs, Hillpark, Mickey Holiday, Wajik Peceren,

Berastagi, Sibolangit Campground, and so on. In this

tourist area, many fresh fruit sellers were found.

Industries that have grown and developed include

entertainment, lodging, cafes, and the experience of

picking fruits from the garden.

2.1.3 Coastal Tourism Area

In this area, many business developers use the beach

as a basis for building tourist attractions. Since seeing

the success of Cermin Beach as a tourist attraction,

there are now many beach-based tourism objects that

are growing and developing, such as Romance Bay,

Mangrove Beach, Bali Lestari Beach, and so on. The

industry that grows a lot in this area is the handicraft,

rental place, photography, and culinary.

2.1.4 City Tourism Area

Medan is the capital of the province of North

Sumatra, Indonesia. Medan is also the city center.

Medan has the main attraction for visitors because

here is the center of all tourism activities, especially

as a source of information and access to the tourist

area. The city center also has various landmarks that

attract tourists. Medan has a lot of attraction that can

be a tourism spot, such as the Maimum Palace with

its historical and cultural stories; Shopping center for

visitors who like shopping; day and night various

culinary; Museum; Zoo, and many other interesting

attractions. In this city, there are also many centers of

developing creative industries that are supported by

the advancement of infrastructure that helps smooth

business operations of the business. All types of

industries grow and develop in the center of this city

such as culinary, advertising, travel, lodging, and so

on.

2.2 E-Commerce

E-commerce is a transaction-level activity of business

activities conducted electronically. This includes

online marketing, internet banking, online delivery of

goods, and transactions without having to face to face

(Pease and Rowe, 2003). Pease and Rowe (2003)

indicate that e-commerce is a substantial factor in the

era of global competition in an effort to achieve

business excellence, growth, and sustainability.

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Savrul et al. (2014) stated that the weakness of the

small business size of MSMEs in global competition

can be covered by optimal e-commerce applications.

E-commerce activities play an important role in

encouraging MSME performance. The study

indicates that MSMEs that conduct e-commerce

practices have a performance of 1.35 times or 35%

better than MSMEs that do not practice it (Zou and

Liu, 2012). However, there are still many MSMEs

found not doing the practice. Some obstacles are that

there are still many MSMEs that do not care about e-

commerce issues. Lack of talent in e-commerce as

well as low salary levels in MSMEs encourages low

interest in e-commerce experts in the environment of

MSMEs themselves (Chen and Zhang, 2015).

2.3 E-Commerce Readiness from

MSMEs

The technological and information era makes

business transactions happen quickly, without having

to have a face-to-face contact between the seller and

the buyer. This makes business happen anywhere and

anytime. The Pew Research Center Survey (in

Subramanya, 2018) shows that 79% of the population

of the United States is online shoppers, in which 51%

of them make transactions via telephone calls. E-

commerce plays an important role in accelerating

business transactions and providing convenience for

companies and customers.

Subramanya (2018) stated that readiness in an

effective e-commerce adaptations includes four

aspect, the inventory management, internet based

technologies, consumer behaviour, and business

personalization. Mastering these aspects will lead to

a better e-commerce adaptation.

2.3.1 Inventory Management

Mastery of inventory management is the main thing

in the readiness to implement e-commerce. E-

commerce itself allows access to information and

rapid interaction between sellers and buyers.

Information accuracy is needed in ensuring customer

satisfaction for purchases made. For example, errors

in inventory management will give consumers false

information. The seller initially states that goods with

specifications requested by consumers are available,

but due to management errors, the item has been sold

and the seller must be responsible for the

misinformation.

2.3.2 Internet-based Technology

Information technology and information systems are

important factors in the realization of e-commerce.

The momentum of truth from e-commerce occurs

with the existence of internet-based technology.

Mastery of this technology includes access to online

stores, website management, affiliation with

suppliers and consumers only through gadgets. All

information bases needed in business management

are easily obtained through existing technology.

2.3.3 Analysis of Consumer Behavior

Success in the application of e-commerce is also

related to the analysis of consumer behavior. E-

commerce makes it easy for businesses to analyze

consumer behavior based on available sales data. This

data can be the basis for making price discount

policies, loyalty rewards, or product suggestions to

buyers. Therefore, there needs to be fundamental

knowledge about consumer behavior so that e-

commerce that will be implemented can be used

optimally by business peoples.

2.3.4 Business Personalization

This element invites businesses not to be rigid in their

business activities. Business personalization can be

done on each consumer based on the data flow that is

owned in the e-commerce process. This

personalization will attract attention, interest, and

generate customer satisfaction. These four main

elements will be the focus of mapping studies

conducted on MSMEs in the North Sumatra tourism

area. These four elements are keys to the readiness of

MSMEs in carrying out e-commerce activities.

3 RESEARCH METHOD

3.1 Research Time and Characteristics

The study was classified as longitudinal study based

on the previous year of the study. The current study

focused on evaluating the improvement made by

MSMEs after six month of training and advocation.

This study started from Januari through July 2019.

The data were collected in July 2019 to measure their

improvement.

Developing E-Commerce Adaptation in Creative Industry: A Practical Approach

303

3.2 Participant

Our participants were the exact same of MSMEs from

our recent study. It was designed to evaluate the

before and after effect of our treatments. It is common

that many of MSMEs in North Sumatera were

unregistered and there is no a central registry for

many of MSMEs. This condiditon suggested a use of

non-probability sampling. A number of 50 MSMEs

around each of tourism area in North Sumatera were

taken as sample by using stratified-cluster sampling

method. Thus, in total there were 200 MSMEs

participated in this study. Each of area were taken in

50 MSMEs, lake area proxied by Toba Lake, coastal

area proxied by Perbaungan, mountain area proxied

by Berastagi, and city tour area, proxied by the

capital, Medan.

3.3 Data Collection Method

Self-administered questionnaires were employed

during our research. It is the questionnaires based n

previous study. Thus, there is no need for another

validity and reliability test to collect the improvement

data data to their e-commerce readiness. The

questionnaires were taken from literature review and

adopted to suit the situation of our sample.

3.4 Data Analysis Method

The data were analyzed and compared to the previous

year of study. A paired sample t-test were used to

evaluate whether the change, either their

improvement or their setback toward the e-commerce

readiness.

4 RESULT AND DISCUSSION

4.1 Participants’ Characteristics

The general description of our participants can be

used as a reflection of the general characteristics of

MSMEs in North Sumatra. In general, business

operators in North Sumatra are male (65.38%) and the

remaining 34.62% are female. MSMEs have the latest

education level at the elementary level (11.4%),

junior high (32.86%) or high school (36.07%). As

many as 14.3% of business operators had

undergraduate or higher levels of education and the

remaining 5.4% did not complete their primary

school education. The majority of respondents are

categorized into Micro business groups (86.75%) and

the rest are small businesses (13.25%).

In Indonesia, the majority of the community still

understands the separation of household tasks, where

men are the heads of families who make a living and

women (wives) are tasked with taking care of

household tasks. This supports the characteristics of

businesses in which the majority of the business are

men. In addition, many of the the business are high

school graduates or below. The difficulty of getting

decent employment from these circles pushed them to

try to become entrepreneurs. Micro-business is a form

of business that many people live in, given the low

capital in building the business.

4.2 Evaluation of the Adaptation

Progress of e-Commerce

In this research, the core elements of e-commerce

readiness for application are acting as a whole, not as

separate elements from one another. This confirms

that the assessment of readiness aspects cannot be

applied by assessing the condition in general (overall

aspect), but looking at each aspect separately. For

example, if the aspect of technological readiness of

the business is seen to be still not qualified (eg score

2.51) and aspects of consumer behavior assessment is

very good (eg score 5.00); does not apply to the

average operation which states that in general the

business is ready to implement e-commerce.

In an effort to assess the changes that occur in the

business from the aspect of e-commerce application

readiness to support their digital marketing activities,

paired-sample t-test is used in this study. Participants

in this study were the same the business who were

evaluated for their readiness in the mapping study that

had previously been conducted. At first the team

considered that this evaluation was too early to be

carried out considering that only six months had

passed since the treatment was carried out to the

business. The results of evaluating the progress of the

business are summarized in Table 1.

Table 1 generally shows that the overall

evaluation showed that from every aspect of the

assessment of e-commerce readiness, all partner

conditions had improved from the previous year.

Reference points are the condition of last year. A

negative average difference indicates that this year

there was an increase in average in 2019 when

compared to 2018. The progress achieved by the

business in each aspect was classified as significant

(sig<0.05).

However, this data does not specifically

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Table 1. Overall Participant Evaluation

Paired Sam

les Test

Paired Differences t df Sig.

(2-tailed)

Mean Std.

Deviation

Std. Erro

Mean

95% Confidence Interval

of the Difference

Lowe

Pair 1

Inventory management-0 -

Inventory managemen

-1

-,87000 ,52815 ,03735 -,94364 -,79636 -23,296 199 ,000

Pair 2

Technology adaptation-0 -

Technology adaptation-1

-,92000 ,53701 ,03797 -,99488 -,84512 -24,228 199 ,000

Pair 3

Consumer behaviour-0 -

Consumer behaviou

-1

-,49167 ,39952 ,02825 -,54738 -,43596 -17,404 199 ,000

Pair 4

Personalization-0 -

Personalization-1

-,44333 ,38409 ,02716 -,49689 -,38978 -16,323 199 ,000

Table 2. Average Statictics Score for Paired Sample

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

Pair 1

Inventory management_0 3,0167 200 ,73346 ,05186

Inventor

mana

ement

1 3,8867 200 ,60006 ,04243

Pair 2

Technolo

ada

tation

0 2,8567 200 ,83510 ,05905

Technolo

ada

tation

1 3,7767 200 ,69865 ,04940

Pair 3

Consumer behaviour_0 3,8667 200 ,52837 ,03736

Consumer behaviour_1 4,3583 200 ,44826 ,03170

Pair 4

Personalization

0 4,0383 200 ,47280 ,03343

Personalization

1 4,4817 200 ,42230 ,02986

Table 3. Evaluation on City Tourism Area

Paired Samples Test

Paired Differences t df Sig.

(2-tailed)

Mean Std.

Deviation

Std. Erro

Mean

95% Confidence Interval

of the Difference

Lowe

Uppe

Pair 1

Inventory management-0 -

Inventory management-1

-,68667 ,48753 ,06895 -,82522 -,54811 -9,959 49 ,000

Pair 2

Technology adaptation-0 -

Technolo

ada

tation-1

-,64000 ,41426 ,05858 -,75773 -,52227 -10,924 49 ,000

Pair 3

Consumer behaviour-0 -

Consumer behaviou

-1

-,41333 ,37228 ,05265 -,51913 -,30753 -7,851 49 ,000

Pair 4

Personalization-0 -

Personalization-1

-,42667 ,36291 ,05132 -,52980 -,32353 -8,313 49 ,000

explain the level of progress. The average comparison

is summarized in Table 2. Year 0 in Table 1 and Table

2 shows 2018 and 2019 respectively as a reference for

comparison of changes in the business. From Table 4

it can be seen that every aspect evaluated has

progressed compared to the previous year.

MSMEs in North Sumatra already have

provisions in implementing e-commerce in the aspect

of personalizing consumer needs and analyzing

consumer behavior. In the implementation of

business operations, e-commerce practices carried

out by the business are still relatively minimal, but

businesses have been able to analyze consumer

behavior, even willing to provide discounts to

consumers to attract the attention of these consumers.

Adaptation of this business behavior will be better

achieved in 2019. The business, based on the

experience they have, make strategic decisions that

can be used to stimulate buying intentions from

potential customers. This condition is found in many

street vendors. Bargaining activity is one of the

efforts in adjusting the price level to the price that can

be accepted by prospective buyers without directing

the seller to the point of loss. Even so, the other two

elements still cannot be mastered by MSMEs in North

Sumatra in general. The ability of inventory

management and technology mastery has

increasingly been implemented by the business.

Developing E-Commerce Adaptation in Creative Industry: A Practical Approach

305

Previous interviews indicate that there is no clear

record of the supply of supplies from the business and

this behavior has improved in 2019. The business can

be more confident in stating that the goods are

available to consumers after seeing the inventory

records owned. The accuracy of information and the

speed of response to consumer demand will

encourage shopping satisfaction that creates

competitiveness for these businesses. Another core

element that has not been implemented well by the

business is the use of technology. The internet and

social media are common in today's society. The

constraint on the business is the inability to operate

the equipment owned optimally (Tamizharasi &

Panchanatham, 2010). Table 3 showed that e-

commerce activities in the city of Medan are already

quite actively carried out by the business. The

presence of an online taxi provides many

conveniences for businesses in carrying out e-

commerce activities. Inventory management is

regulated in the application so that it is more easily

implemented by the business. In addition, many of the

the business are end-users in a partnership

relationship with the online taxi system so that it does

not require high ability in mastering applications and

compiling their own websites. At present e-commerce

activities are dominated by the utilization of the

partnership relationship. Of the fifty business

operators that were sampled in this study, 60% of

participants stated that they have their own online

shop by utilizing social media. There is no the

business that has a personal website as a business

manager.

In terms of the increase in e-commerce adaptation

that is happening, the increase in adaptation felt is

relatively lower compared to other regions. This does

not indicate that the application is not effective; but

in the previous year e-commerce adaptation has also

been relatively better compared to other regions. The

increase occurred statistically significant which

indicates the effectiveness of the application in

increasing e-commerce adaptation that occurred.

Table 4 shows that in the 2018 evaluation, the

mountainous region was still not fully implemented

considering the technological aspects and inventory

management that were still low. The obstacles that

occur, based on the results of the interview, are

sourced from inadequate network infrastructure.

Many of the business operators stated that the internet

network in their area was quite expensive. In addition,

there is not much access to online motorcycle taxi that

reaches the area. Inventory management is almost

never carried out by the business. Goods in and out

are not controlled as long as they can generate

business income. Progress in 2019 shows a very

interesting number. The mean for inventory

management and technology utilization increased to

more than 0.8 points, indicating rapid growth. Aside

from being supported by the dissemination of

research results, technological developments such as

internet access which are becoming more stable and

comprehensive have become one of the driving

forces. Inventory management has been increasingly

carried out by the business so as to be able to provide

precise and fast information to buyers (Hassan &

Craft, 2012).

Table 5 shows that the results of the evaluation in

2018 showed that the level of e-commerce readiness

in the surrounding coastal areas indicated a fairly low

level of readiness. Of the four core aspects of e-

commerce, the ability to personalize business people

is slightly better than the criteria. The main problem

in this area is the rigidity of the seller's attitude

towards the price of the goods offered. For example,

the price level of cottages on the beach is very

difficult for negotiations by visitors. They assume

that many requests from visitors so the price offered

is already quite reasonable. In addition, constraints in

the use of technology and inventory management are

still very less than the business.

Table 4. Evaluation on Mountain Tourism Area

Paired Sam

les Test

Paired Differences t df Sig.

(2-tailed)

Mean Std.

Deviation

Std. Erro

Mean

95% Confidence Interval

of the Difference

Lowe

Pair 1

Inventory management-0 -

Inventor

mana

ement-1

-,93333 ,47140 ,06667 -1,06731 -,79936 -14,000 49 ,000

Pair 2

Technology adaptation-0 -

Technology adaptation-1

-1,10000 ,53980 ,07634 -1,25341 -,94659 -14,409 49 ,000

Pair 3

Consumer behaviour-0 -

Consumer behaviou

-1

-,38667 ,32549 ,04603 -,47917 -,29416 -8,400 49 ,000

Pair 4

Personalization-0 -

Personalization-1

-,46000 ,37429 ,05293 -,56637 -,35363 -8,690 49 ,000

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Table 5. Evaluation on Coastal Tourism Area

Paired Sam

les Test

Paired Differences t df Sig.

(2-tailed)

Mean Std.

Deviation

Std. Erro

Mean

95% Confidence

Interval of the

Difference

Lowe

Uppe

Pair 1

Inventory management-0 -

Inventory management-1

-1,12000 ,63088 ,08922 -1,29929 -,94071 -12,553 49 ,000

Pair 2

Technology adaptation-0 -

Technolo

ada

tation-1

-1,12000 ,59385 ,08398 -1,28877 -,95123 -13,336 49 ,000

Pair 3

Consumer behaviour-0 -

Consumer

ehaviou

-1

-,70667 ,43975 ,06219 -,83164 -,58169 -11,363 49 ,000

Pair 4

Personalization-0 -

Personalization-1

-,49333 ,46286 ,06546 -,62488 -,36179 -7,537 49 ,000

Table 6. Evaluation on Lake Tourism Area

Paired Sam

les Test

Paired Differences t df Sig.

(2-tailed)

Mean Std.

Deviation

Std. Erro

Mean

95% Confidence Interval

of the Difference

Lowe

Pair 1

Inventory management-0 -

Inventor

mana

ement-1

-,74000 ,39435 ,05577 -,85207 -,62793 -13,269 49 ,000

Pair 2

Technology adaptation-0 -

Technology adaptation-1

-,82000 ,43753 ,06188 -,94434 -,69566 -13,252 49 ,000

Pair 3

Consumer behaviour-0 -

Consumer behaviou

-1

-,46000 ,38030 ,05378 -,56808 -,35192 -8,553 49 ,000

Pair 4

Personalization-0 -

Personalization-1

-,39333 ,32778 ,04635 -,48649 -,30018 -8,485 49 ,000

An evaluation in 2019 showed very satisfying results.

The business are increasingly consistent in

encouraging the use of their more effective and

efficient coastal areas and are willing to adjust and

pay attention to consumer behavior. The orientation

of the community develops from just a brief profit

into a relatively sustainable business. This

development strongly supports the sustainability of

business activities and business competitiveness

(Karakaya, Badur, & Aytekin, 2012; Tobing,

Fathorazz, & Wulandari, 2018).

Table 6 showed that the level of e-commerce

readiness in the Lake Toba area in 2018 still cannot

be fully implemented given the low technological

aspects and inventory management. The business in

the region have been running their business long

enough so that they are used to analyzing consumer

behavior and adjusting it to the offer given to these

consumers. Technological gaps occur in this region.

Many of the the business are quite familiar with

technology, familiarizing themselves with utilizing

existing technology; but many are not able to

implement the technology. The business in the

lodging business category have utilized Google Maps

and Traveloka access or similar applications; but

other forms of business do not follow the

development of these technologies.

An evaluation in 2019 showed an increase in

various aspects of e-commerce of the business. The

development of infrastructure and access to

information are additional notes in the progress made

by these the business.

5 CONCLUSIONS AND

RECCOMMENDATIONS

Our previous study conclude that MSMEs were

generally have experience in assessing consumer

behavior and making adjustments in an effort to drive

the level of sales as part of the basic elements of e-

commerce, but overall they were lack of others

aspects of e-commerce adaptation the study

suggested that MSMEs have to more active in

learning and adopting technology and learning how to

conduct inventory management.

Our current study showed that it is better to train

the MSMEs rather than waiting to ask them to pro-

Developing E-Commerce Adaptation in Creative Industry: A Practical Approach

307

active upgrading themselves. This study concluded

that our module was a great success as the level of

each aspect and each area were significantly

improved. Thut it is suggested that academics and

governments helped MSMEs to train and develop

them which will boost overal growth of MSMEs.

ACKNOWLEDGMENTS

The authors gratefully acknowledge that the present

research is supported by Ministry of Research and

Higher Education. The support is under the research

grant PTUPT for year 2019

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