<![CDATA[This study aims to analyze the impact of digitalization on three main aspects of Micro, Small, and Medium Enterprises (MSMEs) in Tanah Laut Regency, namely marketing, human resource management (HRM), and financial management. Facing the Fourth Industrial Revolution, digitalization offers significant potential for MSMEs to improve operational efficiency and competitiveness. This research employs a qualitative approach with a case study design, involving in-depth interviews and direct observations with eight MSMEs registered at the Tanah Laut Department of Manpower and Industry. The data collected were analyzed using thematic analysis to identify the effects of digitalization on marketing, HRM, and financial management. The findings show that digital marketing through social media and e-commerce platforms has successfully expanded market reach and increased sales for most MSMEs. In terms of HRM, digitalization has transformed recruitment processes and enhanced employees’ digital skills, although challenges related to digital skills remain. Regarding financial management, the use of cloud-based accounting applications has improved the accuracy of financial reports and operational efficiency. However, some MSMEs still face infrastructure challenges and high technology costs. This study recommends that MSMEs in Tanah Laut optimize the use of digital technology, while local governments should support infrastructure development and provide digital training to enhance MSME competitiveness.]]>
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