INCREASING MSME COMPETITIVENESS THROUGH CREATIVITY AND INNOVATION IN THE DIGITAL ERA STUDY AT SIMPING MSME CENTERS IN PURWAKARTA
B Lena Nuryanti Sastradinata, Ismi Noer Pratiwi, Sulastri

Universitas Pendidikan Indonesia

Abstract

In the rapidly advancing digital era, Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the global economy. However, with the rapid advancement of digital technology, business competition has become increasingly fierce, presenting new challenges for MSMEs to remain relevant and thrive. To navigate this landscape, it is crucial for MSMEs to enhance their competitiveness through creativity and innovation by adopting business strategies that align with technological advancements. Many experts have recognized the importance of creativity and innovation in enhancing the competitiveness of MSMEs in the digital era. According to Patel and Fiedler (2018), MSMEs that embrace innovation in their products, processes, and marketing strategies tend to have a strong competitive advantage. Similarly, Nambisan and Baron (2019) emphasize that creativity driving innovation is a key factor in creating long-term competitive advantage for MSMEs.
Furthermore, Chandra and Yudhistira (2020) highlight that creativity and innovation play a crucial role in expanding market share and improving the competitiveness of MSMEs in the digital era. They observe that MSMEs capable of generating creative ideas and implementing innovation through the utilization of digital technology can achieve better growth and sustainable profits.In this study, we aim to deepen the understanding of the role of creativity and innovation in enhancing the competitiveness of MSMEs in the digital era. Through an analytical approach and empirical data, we will analyze the impact of creativity and innovation strategies on the growth and success of MSMEs in leveraging digital technology.

Keywords: MSMEs, creativity, innovation, competitiveness, digital era

Topic: Strategic Management, Entrepreneurship