<![CDATA[This research aims to design a model to strengthen the competitiveness of Champion MSMEs in West Java through the integration of digital marketing and customer relationship management (CRM) with the Soft Systems Methodology (SSM) approach and planning scenarios. The method used is a mixed method with SEM-PLS analysis, literature studies, interviews, FGDs, and scenario design involving 150 MSME actors in the food and beverage sector. The results of the study show that digital marketing and CRM have a significant effect on customer satisfaction, engagement, and loyalty which has a positive impact on the performance of MSMEs. However, the influence of digital marketing on performance becomes insignificant when mediated by customer engagement and loyalty, while CRM still has an effect both directly and indirectly. Four scenarios for strengthening MSMEs are prepared: (1) Digital – acceleration of digitalization and integrated CRM, (2) Gradual adoption according to readiness, (3) Lagging focusing on literacy and digital infrastructure, and (4) Adaptive and Innovative adaptation strategies to market dynamics. The novelty of this research lies in an integrative and participatory scenario-based development model, with practical guidance that is relevant for MSMEs in West Java.]]>
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