<![CDATA[Penelitian ini bertujuan untuk menganalisis peranan transformasi digital dalam mendukung keberlangsungan usaha UMKM di Kota Manado. Transformasi digital telah menjadi faktor kunci dalam perkembangan dan keberlangsungan bisnis di era digital saat ini. Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan pilar penting dalam perekonomian lokal, termasuk di Kota Manado. Namun, UMKM sering menghadapi tantangan dalam mengadopsi teknologi digital dan memanfaatkannya secara optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survey melalui angket terhadap 55 pelaku UMKM di Kota Manado dengan teknik purposive sampling. Hasil dari penelitian menunjukkan bahwa Domain Pelanggan secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM, Domain Persaingan secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM, dan Domain Inovasi secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM di Kota Manado. Sedangkan secara simultan, ketiga variabel bebas berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM di Kota Manado. Penelitian ini dapat memberikan kontribusi signifikan dalam memahami bagaimana transformasi digital dapat menjadi motor penggerak keberlangsungan usaha UMKM, khususnya di Kota Manado, yang memiliki potensi ekonomi besar namun masih memerlukan akselerasi dalam bidang digitalisasi. This research aims to analyze the role of digital transformation in supporting the sustainability of MSME businesses in Manado City. Digital transformation has become a key factor in the development and sustainability of business in the current digital era. Micro, Small and Medium Enterprises (MSMEs) are an important pillar in the local economy, including in the City of Manado. However, MSMEs often face challenges in adopting digital technology and making optimal use of it. This research uses a quantitative approach by conducting a survey via questionnaire of 55 MSME actors in Manado City using a purposive sampling technique. Data will be analyzed to identify the opportunities and challenges faced by MSMEs in adopting digital transformation, as well as to evaluate the impact of digital transformation on the sustainability of their businesses. The results of this research are that the Customer Domain partially has a significant effect on the Sustainability of MSME Businesses, the Competition Domain partially has a significant effect on the Sustainability of MSME Businesses, and the Innovation Domain partially has a significant effect on the Sustainability of MSME Businesses in Manado City. Simultaneously, the three independent variables have a significant effect on the sustainability of MSME businesses in Manado City. This research makes a significant contribution in understanding how digital transformation can be a driving force for the sustainability of MSME businesses, especially in the city of Manado, which has large economic potential but still requires acceleration in the field of digitalization.]]>
