<![CDATA[The adoption of digital technology serves as a strategic approach for Micro, Small, and Medium Enterprises (MSMEs) to strengthen competitiveness, expand market reach, and increase revenue, despite persistent challenges in digital literacy, technological infrastructure, and entrepreneurial adaptability. This study aims to analyze the impact of business digitalization on MSME entrepreneurs in Tamalate Urban Village, Gorontalo City. A descriptive qualitative method was employed. Data were gathered through observations, interviews, and documentation with MSME actors, and subsequently analyzed using data reduction, data display, and conclusion drawing. The findings indicate that digitalization exerts a positive influence on MSME development, particularly in promotion and marketing via platforms such as Instagram, Facebook, TikTok, and marketplaces. Digital adoption broadens market reach, streamlines customer communication, accelerates transactions, fosters product creativity and innovation, and raises business income. Nevertheless, entrepreneurs encounter obstacles, including heightened competition, limited digital competencies, the demand for consistent content creation, and suboptimal hardware and internet infrastructure. This study concludes that business digitalization significantly affects the marketing, economic, and social facets of MSMEs in Tamalate Urban Village. Its effectiveness fundamentally hinges upon entrepreneurs' adaptive capacity, social environment support, and the enhancement of digital literacy.]]>
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