<![CDATA[The development of digital technology has opened up great opportunities for the business world, including micro, small, and medium enterprises (MSMEs) in Pangkalpinang City. This study aims to analyze the challenges and opportunities faced by MSMEs in utilizing digital technology for product promotion, as well as strategies that can be implemented to improve business competitiveness and sustainability. The research method used is a qualitative approach with a literature review and exploration of internet-based data sources. Data were collected through literature studies and digital content analysis, then analyzed qualitatively to identify the best challenges, opportunities, and strategies. The results of the study show that the main challenges include limited access and understanding of digital technology, as well as consumer trust issues in online transactions. However, MSMEs have great opportunities in utilizing social media, e-commerce, and data analytics to expand the market and build closer relationships with consumers. In conclusion, to optimize the use of digital technology, MSMEs in Pangkalpinang City need to develop innovative digital marketing strategies and build a good reputation to increase consumer trust.]]>
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