Abstract:
This research aims to (1) analyze the level of competence of real sector business actors (Micro, Small and Medium Enterprises) in utilizing digital marketing and the level of business sustainability, (2) analyze the factors that influence the competence of business actors and business sustainability, and (3) formulate a strategy for developing the competency of Micro, Small and Medium Enterprises in utilizing digital marketing. This research was carried out in stages, namely (1) conducting a mapping analysis on the competency level of Micro, Small and Medium Enterprises actors and (2) creating a model for competency development in utilizing digital marketing. The research method was carried out by survey and used several instruments for data collection including; Questionnaires, interviews and literacy approaches. Data analysis in this research includes: descriptive analysis in the form of frequency distribution with the help of the SPSS version 21 program, (2) inferential analysis namely the Krusscal Wallis difference test, and (3) Dunn's test, as well as (4) Structural Equation Models (SEM) using the program Amos 7.0. The research results show that the participation of Micro, Small and Medium Enterprises in training activities and organizing training in the rare category only ranges from less than 5 times a year. The motivation and cosmopolitan level of Micro, Small and Medium Enterprises in urban areas is higher than in the Regency, likewise the level of cosmopolitan is higher among Micro, Small and Medium Enterprises in urban areas. This is due to the availability of more adequate access, the consumer behavior of Micro, Small and Medium Enterprises in urban areas which encourages the behavior of Micro, Small and Medium Enterprises and the perception of Micro, Small and Medium Enterprises in urban areas to be more active in using information technology.
