Analisis Kompetensi Digital Pelaku UMKM dalam Pengelolaan UMKM Berbasis Bisnis Digital di Kecamatan Somba Opu Kabupaten Gowa

Abstract

Digital transformation has encouraged Micro, Small, and Medium Enterprises (MSMEs) to enhance their capabilities in utilizing digital technologies. This study aims to analyze the digital competencies of MSME owners in managing digital business-based enterprises in Somba Opu District, Gowa Regency. The study employed a quantitative approach using a survey method involving 50 MSME owners as respondents. Primary data were collected through a structured questionnaire based on a five-point Likert scale, while data analysis was conducted using descriptive statistics and simple linear regression. The findings reveal that the digital competencies of MSME owners are generally at a moderate level, particularly in the use of social media and digital communication applications. However, competencies related to data analysis, integrated digital marketing, and the utilization of e-commerce platforms remain relatively limited. The regression analysis indicates that digital competence has a positive and significant effect on the management of digital business-based MSMEs. Therefore, this study recommends continuous training programs focusing on digital literacy, digital marketing, and the effective use of e-commerce platforms to strengthen the digital capabilities and competitiveness of MSMEs in Somba Opu District.