<![CDATA[This study aims to analyze how data utilization supports strategic decision-making processes in retail MSMEs (Micro, Small, and Medium Enterprises) in South Jakarta. The research is driven by the phenomenon of digital transformation, which encourages retail MSME players to become more adaptive in using data to enhance competitiveness amid increasingly intense market competition. A qualitative research method was employed, with data collected through indepth structured interviews with retail MSME owners or managers who have implemented data utilization practices. Thematic analysis was used to interpret the data. The findings indicate that most retail MSME players have started leveraging sales and customer data as the basis for decision-making, including stock planning, promotional strategies, and pricing. Internal factors such as human resource skills, a data-driven culture, and technological readiness, along with external factors like changing consumer behavior and advances in digital technology, influence the effectiveness of data use. The study concludes that data utilization has a positive impact on operational efficiency, customer loyalty, and helps MSME players develop more adaptive and relevant business strategies. The practical implications of this research are expected to serve as a reference for retail MSMEs in optimizing data use to support business sustainability in the digital competition era.]]>
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