Kesiapan UMKM dalam menghadapi Digitalisasi di kabupaten Bulungan
The development of MSMEs in entering the industry cannot be separated from technology. Technology is used not only in marketing but also in other processes such as production and finance. For this reason, business actors need to prepare themselves in adopting technology. No matter how great and good the technology is, if the human resources that will use it are not ready, it will not work. So the purpose of this study is to find out, the Readiness of MSMEs in Facing Digitalization in Bulungan Regency. This study uses the Technology Readiness Index (TRI) to measure the readiness of MSMEs in adopting technology with four approaches, namely optimism, innovation, inconvenience and security. This study uses a quantitative and qualitative approach using questionnaires and questionnaires. The results of this study indicate that SMEs in Bulungan Regency are in the medium or medium stage as measured by the Technology Readiness Index. MSME owners have optimism and are willing to innovate that technology and digital can change their business for the better and don't mind trying new things. However, they still feel overwhelmed in the learning process and feel insecure when transacting via digital.