DIGITAL INNOVATION, CONSUMER PERCEPTION, AND BUSINESS SUSTAINABILITY AMONG ENTREPRENEURS WITH DISABILITIES IN INDONESIA: A QUALITATIVE STUDY OF INCLUSIVE ENTREPRENEURSHIP

Abstract

This study explores the dynamics of Micro, Small, and Medium Enterprises (MSMEs) owned by entrepreneurs with disabilities (EWDs) by examining innovation strategies, business survival mechanisms, social support systems, consumer perceptions, challenges, and future expectations within the context of digital transformation and inclusive entrepreneurship. A qualitative approach was employed through Focus Group Discussions (FGDs) involving EWDs from diverse business sectors across several cities in Indonesia. The data were analyzed using NVivo 14 through thematic coding. The findings reveal that innovation among EWDs is primarily driven by digital platforms. In particular, participants acknowledged that conducting live streaming activities provides opportunities to expand market reach while enhancing business transparency, interaction, and customer engagement. Both digital strategies and relational factors contribute significantly to business sustainability, especially in strengthening customer loyalty and emotional connections. In addition, family and environmental support play a crucial role in sustaining EWD-owned businesses. However, several participants reported experiencing inequality and discrimination during interactions with others while operating their businesses, including within digital platforms. Consumer acceptance was found to be dynamic, characterized by both empathy and skepticism, although increased digital exposure tends to strengthen consumer trust and product credibility. Despite these opportunities, EWDs continue to face multidimensional challenges, including physical, technical, and market-related constraints. This study highlights the importance of digital transformation and social support in fostering inclusive entrepreneurship and sustainable business development in Indonesia as a representative emerging market. The study contributes to SDG 8 (Decent Work and Economic Growth) and SDG 10 (Reduced Inequalities) by promoting inclusive entrepreneurship among entrepreneurs with disabilities. It also advances SDG 17 (Partnerships for the Goals) through collaborative research between Indonesian and Saudi Arabian researchers, facilitating international cooperation and knowledge sharing.