THE EFFECTIVENESS OF DEVELOPING SELF-POTENTIAL AND UPGRADING THE DIGITALIZATION OF MSMES IN THE IMPLICATIONS OF ENTREPRENEURIAL ORIENTATION

: This study aims to evaluate the effectiveness of developing self-potential in MSMEs and the impact of increasing digitalization on entrepreneurial orientation. This study applies a quantitative descriptive approach by utilizing questionnaires as a tool to collect information with the Structural Equations Modeling Partial Least Square (SEM-PLS) data analysis method, using SMART PLS 4 software. From the tests that have been carried out , an R square value of 0.230 is obtained, which shows that the effectiveness of developing the potential and upgrading of MSME digitalization affects the entrepreneurial orientation. It was concluded that the development of self-potential and the increase in digitalization simultaneously affect the entrepreneurial orientation of MSME actors in Trusmi Kulon Village.


INTRODUCTION
The internet as an industry is inevitable, many types of businesses have sprung up from the internet that can bring changes to the community's economy (Danuri 2019).In the digital era like now, everything can be done digitally using only smartphone media.It can be said that human needs at this time can be met by using only one hand.

Self-Potential
According to Suryana, to realize our potential to develop as an entrepreneur, we must be able to recognize our true selves and how others judge who we are (Suwena 2016).
The term "potential" is taken from the English adaptation, namely potencial, which has two main meanings, namely (1) ability and energy, and (2) strength and possibility.According to the big dictionary of Indonesian (KBBI), potential is defined as abilities that have the opportunity to be expanded, strength, (Eun Young Kim 2002) suggests that there are four dimensions in digital marketing, which can be described as follows: 1.

Interactive
The Interactive dimension in digital marketing refers to presentations designed to convey information and encourage users to interact.

Incentive Program
The incentive program is an attractive strategy for the users, aimed at the company, so as to provide benefits to the company.

Site Design
Site design includes the appearance applied to promote the product.

Cost
The Cost dimension includes all expenses associated with marketing through digital media.between latent variables (Milenia, Rabiatul Adawiyah, and Najmudin 2023).

Data Sources and Types
This study used two types of data, namely primary data and secondary data.The subject or first party directly related to the study will provide the primary data source for the study.
exactly fifty members of micro, small and medium enterprises (MSMEs) groups in the fate of success or failure of a company, making it an inseparable strategic component.Human resources themselves are able to reflect the quality of an organization, and these qualities depend on the quality of individual employees.According to Robbins (2010) in his work entitled Human resource management, the success of an organization starts from human resource management.Trusmi Kulon Village in Cirebon Regency is one of the villages with enormous MSME potential, known for its batik craftsmen who use various manufacturing methods such as batik tulis, stamp and print.MSME business actors in Trusmi Kulon Village are currently intensively promoting their products in order to compete with other MSMEs or even MSMEs outside the city of Cirebon.To be able to compete, MSME business actors in Trusmi Kulon Village must prepare a lot.In addition, many business actors today manage their businesses using digital platforms.With entrepreneurship training organized by the UGJ Business Incubator for five times, namely on March 23, 24, 25, 2022, April 13, 2022, and August 19, 2022, it is hoped that 100 MSME actors in Trusmi Kulon Village can further hone their potential and know how to use and utilize digital platforms to support their business sustainability.

For
example, many startups and markets are developing in the form of applications that provide all human needs such as basic necessities, house cleaning services, consulting services, transportation, learning applications, online shops, advertising, and much more.Marketing activities are very possible to be done digitally using the palm of the hand, where this activity is said to be digital marketing.to see business opportunities, take risks, and develop businesses with a long-term vision.Entrepreneurial orientation can be defined as the traits and values that an entrepreneur possesses, which include the traits of perseverance, risk-taking skills, speed, and the ability to adapt to change (Utama, 2020).In facing global challenges and increasingly fierce business competition, MSMEs must continue to develop their potential and implement increased digitalization in order to remain able to compete effectively.Self-potential is the main capital owned by every individual.
characteristic at the firm level because it can reflect corporate behavior(Covin, J.       Hilda Sasqiyah Salsabila1 Vanny Rahayu Fitriyani 2 Juhandina Ningsih 3 Anna Suzana 4 be the object of study, then concluded from the results of the study.(Sujarweni, V. W., &; Endrayanto, 2012) said, Population is a broad domain that includes subjects or objects with special attributes and traits that researchers choose to investigate and then analyze to draw conclusions.In this study, the population used is MSME actors in Trusmi Kulon Village who have attended entrepreneurship training so that it can provide the necessary information and meet the needs for the data studied.Based on the object of research, the effectiveness of developing self-potential and upgrading the digitalization of MSMEs towards entrepreneurial orientation will be analyzed.(Sugiyono 2011) defines a sample as a part of the number and characteristics present in the population.Therefore, the sample is a representation of the population to be studied, allowing a smaller reduction in numbers compared to the whole population.The population in this study is MSME actors in Trusmi Kulon Village, Likert scale, which Sugiyono (2018) defines as a method to measure the opinions, perceptions and attitudes of individuals or groups towards social phenomena.The Likert scale breaks down the variables to be measured into indicators, which are then used as a basis for constructing instrument items, such as questions or statements.The scale consists of five response options: 1 = Strongly Disagree (STS), 2 = Disagree (TS), 3 = Agree (S), 4 = Strongly Agree (SS).This study applies the Structural Equations Modeling Partial Least Square Hilda Sasqiyah Salsabila 1 Vanny Rahayu Fitriyani 2 Juhandina Ningsih 3 Anna Suzana 4 the form of videos and posters) from Interactive, incentive programs as digital marketing efforts to make it easier for customers to find products, and site design to From the table it can be seen thatCronbach's Alpha value as well as the DOI: 10.59141/jrssem.v3i07.623https://jrssem.publikasiindonesia.id/index.php/jrssem/index