<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengkaji hubungan antara digital marketing dan kreativitas produk terhadap daya saing UMKM, dengan akses pembiayaan sebagai variabel moderasi. Kajian ini berfokus pada kapasitas UMKM di Kecamatan Purwosari untuk meningkatkan daya saing mereka di tengah akselerasi kemajuan teknologi informasi dan intensifikasi kompetisi pasar yang semakin ketat. Penelitian ini menggunakan pendekatan kuantitatif melalui instrumen kuesioner yang disebarkan kepada 100 pelaku UMKM di Kecamatan Purwosari sebagai responden penelitian. Hasil analisis menunjukkan bahwa digital marketing terbukti secara signifikan meningkatkan daya saing, Kreativitas produk terbukti secara signifikan meningkatkan daya saing. Namun demikian, akses pembiayaan tidak berperan sebagai variabel moderasi dalam keterkaitan antara digital marketing terhadap daya saing, dan berperan sebagai variabel moderasi dalam keterkaitan product creativity dan daya saing. Dapat disimpulkan bahwa digital marketing dan product creativity secara langsung berpengaruh terhadap daya saing, serta ketersediaan akses pembiayaan dinilai krusial sebagai faktor pendukung bagi pelaku UMKM dalam mengoptimalkan kapasitas usahanya. Pelaku UMKM mengoptimalkan kapasitas usahanya melalui implementasi strategi pemasaran digital dan kreativitas produk guna memperkuat kompetisi di pasar.Kata Kunci: Digital Marketing, Kreativitas Produk, Akses Pembiayaan, Daya saing, UMKMABSTRACTThis study aims to examine the relationship between digital marketing and product creativity on the competitiveness of MSMEs, with access to financing as a moderating variable. This study focuses on the capacity of MSMEs in Purwosari District to increase their competitiveness amidst the acceleration of information technology advancements and the intensification of increasingly tight market competition. This study uses a quantitative approach through a questionnaire instrument distributed to 100 MSMEs in Purwosari District as research respondents. The analysis results show that digital marketing is proven to significantly increase competitiveness, product creativity is proven to significantly increase competitiveness. However, access to financing does not act as a moderating variable in the relationship between digital marketing and competitiveness, and acts as a moderating variable in the relationship between product creativity and competitiveness. It can be concluded that digital marketing and product creativity directly influence competitiveness, and the availability of access to financing is considered crucial as a supporting factor for MSMEs in optimizing their business capacity. MSMEs optimize their business capacity through the implementation of digital marketing strategies and product creativity to strengthen competition in the market.Keywords: Digital Marketing, Product Creativity, Access to Financing, Competitiveness, MSMEs]]>
