Digital Technologies Application and Competitive Advantage for MSMEs Sustainability and Market Performance

Dekeng Setyo Budiarto (Universitas PGRI Yogyakarta)
Ayuk Amanda (Universitas PGRI Yogyakarta)
Norraini Nordin (Management & Science University)

Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi
Vol 18, No 2 (2023): September

The development of digital technology and intense competition have forced owners of small firms (MSMEs) to adapt technological developments to compete with competitors quickly. This study examines the effect of digitalization and competitive advantage on market sustainability and performance. This study used a qualitative method by distributing questionnaires to 166 MSMEs owners in Indonesia. The finding of this research indicate that digitalization and competitive advantage affect sustainability and market performance. This study's results suggest to MSMEs owners that technological proficiency is crucial for companies to survive in an uncertain environment.