Digital-Based Business Opportunities For Msmes In The Digital Economy Era (Case Study Of Msmes In Medan City)

Introduction/Main Objectives: The digital economy era has opened up great opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their markets and improve operational efficiency through the adoption of digital technology. Medan City, as one of the economic centers in Indonesia, has great potential in developing a digital-based MSME sector. Novelty: This article aims to analyze digital-based business opportunities for MSMEs in Medan City, focusing on the use of digital platforms, e-commerce, and social media as marketing tools as well as the challenges faced by businesses in digital transformation. Research Methods: This research uses a descriptive qualitative method with interview and observation techniques for MSMEs in various industrial sectors in Medan City. Conclusion: The results show that although many MSMEs have started to adapt to digital technology, there are various barriers such as limited access to technology, lack of digital knowledge, and limited capital.