<![CDATA[The industry of recreation, entertainment, culinary and tourism development makes use of Digital Transformation. As the community has ever more information media access brought about through high technology sophistication, the wider community knows more about tourist destinations that can only be visited with the help of information media. In addition, Digital Transformation can increase sales, competitiveness and market growth for MSMEs. Many entrepreneurs innovate the operations of their businesses as MSMEs digitally transform. This innovation could take the form of the adoption of digital technology, the development of a new product, increased efficiency of business processes and/or the development of more efficient business models. For example, MSMEs can increase operational efficiency with digital technology by adopting cloud-based inventory management systems, selling through e commerce platforms to open markets, or using social media for more powerful marketing ideas. Over the last few years various reforms took place at the level of digitalization and MSMEs in the city of Bandung can consider themselves both lucky and challenged due to these changes. As growth and evolution of such businesses intensified in an evolving and rapidly innovative market space, and especially the emerging and growing digital business environment, it becomes important for strategic management to lead in the acquisition and implementation of technologies. The phenomena in this study were explored with quantitative methods. The data collection technique is survey; secondary data collection and questionnaires were distributed to owners of MSMEs in Sumur Bandung sub district. The SmartPLS software was used to analyse the collected data while SPSS was used to test the instrument. It is expected that the study’s conclusions will provide a boost in digital transformation of the MSMEs to boost their competitive advantage.]]>
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