DIGITAL-BASED ECONOMIC EMPOWERMENT STRATEGY TO INCREASE MSME COMPETITIVENESS IN THE CREATIVE ECONOMY ERA
DOI:
https://doi.org/10.23969/jees.v9i2.47047Keywords:
digital empowerment, MSMEs, competitiveness, creative economy, digital transformationAbstract
Employment in the creative economy era. However, many MSMEs still face challenges in digital transformation, including low digital literacy, limited adoption of digital marketing, and suboptimal use of e-commerce and financial technology, which reduce their competitiveness in increasingly competitive markets. This study aims to analyze the effect of digital-based economic empowerment strategies on MSME competitiveness in the creative economy era. A quantitative approach was used with a survey method involving 130 MSME actors in the creative economy sector selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using multiple linear regression, including validity, reliability, and classical assumption tests. The results show that digital marketing has a positive and significant effect on MSME competitiveness, indicating its role in expanding market reach and increasing sales performance. Digital literacy also has a significant effect on improving MSME adaptability and innovation capacity. In addition, the utilization of digital technology, including e-commerce and financial technology, significantly enhances business efficiency and competitiveness. Simultaneously, digital-based economic empowerment strategies have a significant effect on MSME competitiveness in the creative economy era. This study implies that strengthening digital capabilities, infrastructure, and ecosystem support is essential to enhance MSME competitiveness sustainably in the digital economy transformation era.
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