We investigate the moderating effect of an indigenous Indonesian concept, kekeluargaan (kinship ties and obligations), on the digital transformation (DT) of the warung, a traditional family microbusiness in Indonesia. Our study is structured as a multi‐case study: we assessed how five warungs, to varying degrees, engaged in DT. Socio‐technical systems theory guides the data collection via semi‐structured interviews and observations. The data is analyzed through codification to look for themes and patterns from the multiple units of analysis. The findings show that the growth mindset of warung owners influences how they solve business problems, ensure operational efficiency, and increase profit. Some create an effective structure in operating their warung by working with their family members. Owners with a high technology mindset successfully learn and adapt the technology. We theorize that kekeluargaan plays a moderating role for the owner where technology‐related tasks are concerned. We found that when kekeluargaan is present, it positively moderates the owner's engagement in technology‐related tasks. However, when kekeluargaan is absent, the moderating effect is low. The findings extend the literature on DT for microbusinesses with indigenous cultural factors that should be considered to successfully transform a traditional business.

中文翻译：

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印度尼西亚小吃店的数字化转型：社会技术与本土因素的相互关系

我们研究了印尼本土概念 kekeluargaan（亲属关系和义务）对印尼传统家庭微型企业 Warung 数字化转型 (DT) 的调节作用。我们的研究是一个多案例研究：我们评估了五个小吃摊如何不同程度地参与 DT。社会技术系统理论通过半结构化访谈和观察指导数据收集。通过编码来分析数据，以从多个分析单元中寻找主题和模式。研究结果表明，小吃店老板的成长心态影响着他们解决业务问题、确保运营效率和增加利润的方式。有些人通过与家人合作建立了有效的经营结构。具有高科技思维的业主可以成功地学习和适应技术。我们认为，在涉及技术相关任务时，kekeluargaan 对所有者起着调节作用。我们发现，当 kekeluargaan 存在时，它会积极地调节所有者对技术相关任务的参与。然而，当 kekeluargaan 不存在时，调节作用较低。研究结果扩展了有关具有本土文化因素的微型企业数字化转型的文献，应考虑这些因素来成功转型传统企业。