The Role of Social Media in Nourishing Digital Ambidexterity Among MSMEs: Rasch Model View

Indonesians have a keen understanding of technology. However, just 7.4% of all Indonesian MSMEs use digital channels. Even though only a small percentage of MSMEs have used them, the adoption rate has been impressive. Using Rash Model Analysis, the results show that social media experiences substantially impact Indonesian MSMEs' digital ambidexterity. The study's findings imply that small and medium-sized businesses (SMEs) should prioritize their social media experience to anticipate change. To maximize their digital ambidexterity, MSMEs must access sufficient digital environments. A foundation has been laid for future research into the digitalization of small and medium-sized businesses. Small and medium-sized businesses (SMEs) can take advantage of Indonesia's high social media use, which presents several opportunities.