THE ADAPTATION FOR SURVIVAL OF START-UP ENTREPRENEURS IN DIGITAL DISRUPTION ERA

Abstract

Digital disruption is a change that occurs as a result of innovations or new technologies that dramatically change the way business or lifestyle operates. This results in entrepreneurs adapting, learning and applying technology for business operations. It can be seen that when digital technology has come into play and has resulted in more economic and social changes in various forms, new businesses that use digital technology are piloted become a business that can be informed of problems or real needs of consumers. More importantly, these new business innovations impact the value of existing products and services in the industry can make a leap of income and can cause a collapse, therefore digital disruption is both an "opportunity" and a "crisis" depending on adaptation and looking for business opportunities. For startup entrepreneurs in the era of digital transformation, there must be an idea in designing a strategy to create sustainable survival for the business. The key strategies are: 1) Strategy for entrepreneurs to become a Disruptor 2) Strategy to create cooperation 3) Strategy to modernize various processes and create changes in the industry 4) Strategy to enhance capabilities of local people 5) cost reduction strategy 6) sales increase strategy and 7) foreign market penetration strategy. These strategies are considered important strategies that will help create new opportunities for startup businesses to create sustainable survival.