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"Sektor UMKM menjadi salah satu penopang utama terhadap perekonomian di Indonesia dimana sektor tersebut didominasi oleh sektor Usaha Mikro dan Usaha Kecil. Kedua sektor tersebut didominasi oleh industri yang bergerak di bidang penyedia makanan yang memiliki tingkat pertumbuhan yang cepat. Hal tersebut mendorong tingkat persaingan yang tinggi, khususnya di wilayah Jabodetabek sebagai pusat perkekonomian dan pembangunan di Indonesia, serta menjadi kawasan pasar potensial dengan tingkat persaingan bisnis yang ketat. Untuk dapat mempertahankan keberlangsungan dan mengembangkan bisnisnya, para pelaku usaha tersebut dituntut untuk memiliki keunggulan kompetitif sehingga dapat meningkatkan daya saing dibandingkan pesaing. Penelitian ini memiliki tujuan untuk menganalisa pengaruh strategic orientation yang terdiri dari entrepreneurial orientation, market orientation, dan learning orientation terhadap digitalisasi dan apakah digitalisasi memiliki pengaruh terhadap keunggulan kompetitif berkelanjutan pada usaha kecil makanan dan minuman di Jabodetabek. Penelitian ini dilakukan menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 120 responden secara online dengan teknik purposive sampling. Hasil penelitian ini menunjukkan bahwa entrepreneurial orientation tidak berpengaruh terhadap digitalisasi maupun keunggulan kompetitif berkelanjutan (sustainable competitive advantage) pada Usaha Kecil Makanan dan Minuman di Jabodetabek. Sedangkan, market orientation dan learning orientation memiliki pengaruh positif namun tidak signifikan terhadap sustainable competitive advantage pada Usaha Kecil Makanan dan Minuman di Jabodetabek.

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The MSME sector is one of the main pillars supporting Indonesia’s GDP where it is dominated by Micro and Small Business. Both sectors are dominated by food and beverages industry which have rapid growth rates and drives high level of competition, especially in Jabodetabek, as the center of economy and infrastructure development. This makes Jabodetabek as a potential market area with intense business competition. Therefore, in order to maintain business sustainability and development, the entrepreneurs are required to create competitive advantage to increase competitiveness among their competitors. This research aims to analyze the effect of strategic orientation, consisting of entrepreneurial orientation, market orientation, and learning orientation, on sustainable competitive advantage, and whether digitalisation has an impact on sustainable competitive advantage. This research was conducted using a quantitative approach. Data was collected by distributing questionners to 120 respondents online using purposive sampling technique. The results of indicates that entrepreneurial orientation has no effect on digitalisation or sustainable competitive advantage in small food & beverages business in Jabodetabek. Meanwhile, market orientation and learning orientation have a positive but not significant effect on sustainable competitive advantage in small food & beverages business in Jabodetabek."