BUSINESS STRATEGY AND USE OF INFORMATION TECHNOLOGY TOWARD ASEAN MSMES PERFORMANCE IN THE POST-PANDEMIC CRISIS

The primary objective of this study is to investigate the impact of business strategy and the use of Information Technology (IT) on the MSMEs performance in the ASEAN. By understanding the relationship between business strategy, use of IT, and MSMEs performance, the results of this study can explain aspects and indicators that can influence MSMEs performance improvement. The research methodology employed in this study is descriptive. Furthermore, the research design employed by the authors is a descriptive-analytical design incorporating primary and secondary data sources. The data collection techniques were surveys, questionnaires, and literature studies on ASEAN MSMEs. The analysis results indicate that business strategy and the utilization of Information Technology (IT) positively and significantly impact the performance of MSMEs in the ASEAN region. MSMEs that effectively implement strategic business practices and leverage IT demonstrate stronger performance indicators within each country. Therefore, developing the right business strategy and optimally utilizing information technology is essential, as well as improving the performance of MSMEs in facing international market competition.