THE URGENCY OF DIGITALIZATION IMPLEMENTATION IN BEKASI’S MSMES

The MSME industry in Bekasi is growing rapidly and has shown resilience to various challenges. Along with developments in the business world, digitalization has penetrated into various aspects of business. Digitalization referred to in this study is the use of technology in the implementation of daily activities by MSME, including in the management of raw material and finished product, sales data management, financial management, and marketing strategies. This study is a qualitative research that aims to explore the urgency of digitalization in MSMEs, to understand the challenges and factors that influence its adoption, and to identify strategies that can be implemented to support digital transformation. Data was obtained through interviews with the Chairperson, Secretary, and Education & Training Section of the MSME Association in Bekasi. Text analysis was performed using VOSviewer to identify relationships between keywords that appeared in the interviews. The findings show that digitalization is crucial for Bekasi’s MSMEs to enhance efficiency and competitiveness, yet challenges like limited infrastructure, low digital literacy, and a lack of skilled personnel hinder its implementation. The implication is that government, MSME associations, and the private sector must support digital transformation through infrastructure, literacy training, and tech adoption. Future research should use quantitative methods to assess digitalization's impact, identify affected sectors, or compare regional implementation for deeper insights