THE ROLE OF DIGITAL TECHNOLOGY ADOPTION ON THE PERFORMANCE OF SMES IN JUBA CITY, SOUTH SUDAN

Abstract

The study explored the role of digital technology adoption on the performance of small and medium-scale enterprises in Juba City, South Sudan. This emerged because many SMEs in South Sudan, particularly in Juba city, have limited access to digital technologies due to cost, lack of infrastructure, or knowledge gaps, and yet studying the role of digital technology adoption can help identify these barriers and offer solutions to increase uptake. The objectives of the study were: to assess the role of the perceived usefulness of digital technology on SME performances in Juba City, South Sudan; to explain the role of perceived attitudes toward digital technology on SME performance in Juba City, South Sudan; to analyze the role of perceived ease of use of digital technology towards SME performance in Juba. The study adopted a non- experimental cross-sectional research design. The study findings reveal that a significant majority of respondents strongly agreed that many businesses perceive digital technology as a key driver for improving performance. Many SMEs are increasingly recognizing the importance of digital technology in staying competitive, especially in the post-pandemic era where technology has been key to resilience. The respondents' attitudes towards technology adoption are generally favorable among SMEs due to their perceived benefits, though there may still be some hesitation related to cost or unfamiliarity. The research findings reveal that many SMEs find digital technology relatively easy to use, a significant portion may still struggle with usability due to a lack of technical infrastructure or digital literacy. Digital tools are perceived as beneficial, but the complexity of integrating them into various business processes (finance, marketing, ICT, etc.) can pose challenges for some SMEs, particularly those lacking technical expertise SMEs should invest in digital literacy programs for both management and staff. Policymakers should focus on enhancing digital infrastructure in Juba City, such as improving internet access, mobile network coverage, and the availability of affordable digital devices.