Unismuh Professor Earns Agricultural Doctorate, Studies Digital Readiness of Local Food SMEs

UNISMUH.AC.ID, MAKASSAR- A lecturer from Universitas Muhammadiyah (Unismuh) Makassar, Sitti Khadijah Yahya Hiola, successfully obtained a doctorate degree in agricultural science after passing the final dissertation exam, in Room 109 SPs Unhas, Tamalanrea, Makassar, Thursday, August 14, 2025.

Khadijah defended her dissertation, titled: “Adoption of 4.0 Digital Technology for Local Food Product SMEs,” in front of the examining committee, consisting of Prof. Dr. Ir. Sitti Bulkis, M.S. (promoter), Prof. Dr. Ir. Salengke, M.Sc. (co-promoter), Dr. Letty Fudjaja, S.P, M.Si. (co-promoter), Prof. Dr. Ir, Tuti Karyani, MSP (External Examiner), Prof. Dr. Ir, Didi Rukmana, M.S., Dr. Februadi Bastian, STP., M.Si., Dr. Ir. Heliawaty, M.Si., Prof., and Dr. Ir, Akhsan, M.S.

The final dissertation exam was led by the Dean of the Graduate School of Unhas, Prof.dr.Budu Ph.D, Sp.M (K), M. MedEd, and was attended by the Dean of the Faculty of Agriculture at Unismuh Makassar, Dr. Ir. Andi Khaeriyah, M.Pd, as well as several lecturers from Unismuh.

In her dissertation, Khadijah stated that the latest research findings revealed that local food sector SMEs in South Sulawesi are still at a low level of readiness to adopt 4.0 digital technology.

“The study, which involved 36 SMEs through in-depth interviews and 150 survey respondents, showed that although business actors are starting to utilize social media, marketplaces, and other digital services, their use is not consistent and comprehensive,” said Khadijah.

The characteristics of local food SMEs in this area are generally micro-scale with limited capital and annual turnover.

Product diversification has begun, but the optimization of local identity as a branding strength has not been fully realized. However, the potential of localization is considered to be able to strengthen competitiveness in the domestic and global markets.

“Through the Technology Readiness Index (TRI) measurement, the research found a score of 2.666, indicating low optimism and high concerns about cybersecurity. The main obstacles include the lack of utilization of digital business features and low innovation,” explained Khadijah.

Integrating the Technology Readiness Acceptance Model (TRAM) model, she said, revealed that innovation, perceived usefulness, and ease of use are significant determinants in the decision to adopt technology.

Meanwhile, discomfort and insecurity are obstacles that need to be minimized through training, mentoring, and data security guarantees.

“This research recommends periodic mentoring, digital literacy programs, and strengthening of local narratives and identities in marketing. The government is also expected to provide incentives and cybersecurity education to accelerate the digital transformation of local South Sulawesi food SMEs towards the global market,” said Khadijah.

Studying at Unhas Serving at Unismuh

Sitti Khadijah Yahya Hiola, born in Ujung Pandang in 1983, completed her primary education in 1995 at SDN Kompleks IKIP Ujung Pandang, in 1998 at SMP Negeri 3 Makassar, and in 2001 at SMA Negeri 2 Makassar. After that, she continued her undergraduate (S1) education in 2006 at the Department of Agricultural Technology, Universitas Hasanuddin, Master (S2) education in 2009 at the Department of Agribusiness, Universitas Hasanuddin, and doctoral (S3) in Agricultural Science at Universitas Hasanuddin.

Thus, Khadijah Yahya Hiola studied S1, S2, and S3 at Unhas, but then chose to serve as a permanent lecturer at Unismuh Makassar since 2012.