DIGITALIZATION AND GREEN BUSINESS PRACTICES: THE SUSTAINABILITY JOURNEY OF BANYUMAS MSMEs

Triani Arofah; Wita Ramadhanti; Oman Rusmana

doi:10.20884/2.procicma.2025.4.4.21829

Triani Arofah Accounting Department/Economic and Business Faculty, Jenderal Soedirman University, Purwokerto, 53125, Central Java, Indonesia
Wita Ramadhanti Accounting Department/Economic and Business Faculty, Jenderal Soedirman University, Purwokerto, 53125, Central Java, Indonesia
Oman Rusmana Accounting Department/Economic and Business Faculty, Jenderal Soedirman University, Purwokerto, 53125, Central Java, Indonesia

DOI: https://doi.org/10.20884/2.procicma.2025.4.4.21829

Abstract

This study investigates how micro, small, and medium enterprises (MSMEs)
in Banyumas Regency integrate digitalization and green business practices in their sustainability journey. The objective is to describe the role of digital tools such as e-commerce platforms, online payment systems, and social media marketing in supporting business growth, alongside environmentally friendly practices including green packaging, waste reduction, and the use of local resources. The research applies a qualitative descriptive method by conducting interview and field observations with selected MSMEs in Banyumas Regency. The findings show that digitalization enables local entrepreneurs to expand market reach and strengthen customer engagement, while green business practices foster community trust and environmental responsibility. Together, these approaches create a pathway for MSMEs to achieve economic viability, social inclusion, and ecological awareness. The study concludes that the synergy between digital innovation and sustainability-oriented practices reflects the resilience and adaptability of Banyumas MSMEs in facing current challenges. The implications highlight the importance of local government and community support in accelerating sustainable MSME development.