Analisis Strategi Kewirausahaan UMKM Dalam Menghadapi Persaingan Pasar Digital Di Lingkungan Kota Binjai
Kata Kunci:
MSMEs, entrepreneurial strategy, digital market, digital literacy, competitivenessAbstrak
This study aims to analyze entrepreneurial strategies of MSMEs in facing digital market competition in Binjai City. The research employs a qualitative approach with a descriptive design. Data were collected through a literature review of academic journals, books, and official reports published within the last five years. Data analysis was conducted through data reduction, data display, and conclusion drawing. The findings indicate that the use of digital technologies such as social media and e-commerce platforms, product innovation, service quality improvement, and branding strengthening are key strategies to enhance competitiveness. However, challenges such as low digital literacy, limited capital, and unequal access to technology persist. Therefore, training, mentoring, and supportive policies are required to foster sustainable MSME development in the digital era.
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