<![CDATA[The advancement of digital technology has transformed various aspects of societal life, including the economic and business sectors. Digital transformation is a key factor driving changes in business models, marketing strategies, and interaction patterns between business owners and consumers. Within the Indonesian economy, Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in fostering national economic growth. However, many MSMEs still face various challenges in optimally adopting digital technology. This study aims to analyze the digital transformation strategies employed by MSMEs in utilizing e-commerce platforms to enhance business competitiveness in the digital economy era. A qualitative approach utilizing an exploratory-descriptive method was adopted to gain an in-depth understanding of the experiences and strategies applied by business owners in developing digital-based businesses. Data collection involved in-depth interviews with MSME owners who have implemented digital technology in their operations, observation of digital business activities, and analysis of relevant documentation. Data analysis was conducted systematically through data reduction, data presentation, and conclusion drawing. The findings indicate that digital transformation positively impacts MSME competitiveness, particularly through the use of e-commerce platforms and social media for digital marketing. Digital transformation encompasses not only the use of technology but also shifts in business strategy, product innovation, and improvements in customer service quality. This study contributes to the field of digital business research and offers strategic recommendations for MSMEs navigating the challenges of the digital economy.]]>
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