<![CDATA[Objective: Personalized marketing has become increasingly important for MSMEs, especially in today’s digital environment. This study examines how culinary MSMEs in Cirebon use omnichannel strategies and mobile-based self-service, and whether digital competence mediates the relationship between mobile services, omnichannel strategy, and personalized marketing. Research Design & Methods: The study uses a quantitative survey of 200 MSME actors already familiar with digital media in their business activities. The sample was determined using a 5% margin of error. To examine relationships between variables, the data were analyzed using PLS-SEM. Findings: The findings reveal that mobile services and omnichannel strategies significantly enhance personalized marketing through the partial mediating role of digital competence. Digital competence partially mediates these relationships. In practice, businesses with stronger digital skills tend to use digital channels more effectively to deliver personalized experiences. Implications & Recommendations: These results point to the need for MSMEs to strengthen their digital capabilities, not just by adopting technology, but by learning how to use it more effectively across channels. Improving digital competence can help businesses connect better with customers and respond to changing market expectations. Contribution & Value Added: Rather than looking at these factors separately, this study brings them together in one model and shows how digital competence acts as a key link between technology use and personalized marketing. This perspective adds insight, particularly for MSMEs operating in developing economies.]]>
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