THE UTILIZATION OF DIGITAL TECHNOLOGY IN THE DEVELOPMENT OF MSMES IN THE MAMMINASATA AREA

Abstract

opportunities, particularly in the Mamminasata region which consists of Makassar, Maros, Gowa, and Takalar. However, many MSMEs still face challenges such as limited market access, low technological literacy, and limited business innovation. The rapid development of digital technology provides new opportunities for MSMEs to improve their competitiveness through the utilization of digital platforms such as social media, e-commerce, and digital payment systems. This study aims to analyze the utilization of digital technology in the development of MSMEs in the Mamminasata area. This research uses a quantitative descriptive method with a survey approach involving MSME actors as respondents. Data were collected through questionnaires and analyzed using descriptive statistical techniques to identify the level of digital technology adoption among MSMEs. The results show that the majority of MSMEs have begun to utilize digital technology, particularly social media and online marketplaces, as marketing tools to expand their market reach and increase sales performance. Furthermore, the use of digital payment systems also contributes to improving transaction efficiency and customer convenience. The study concludes that digital technology plays a significant role in supporting the growth and competitiveness of MSMEs in the Mamminasata region, although continuous support in the form of digital literacy training and infrastructure development is still required.rize the main finding of the study in 1 concise sentence