The economic development and digital marketing provide opportunities as well as challenges for
SMEs in Indonesia. This especially provides an opportunity for SMEs to promote at a low cost while
penetrating the market by cutting the product distribution channel to the final consumers. The
presence of ICTs needs to be coupled with the ability of human resources (HR), in this case SMEs
in Lembang District, West Bandung Regency. The digital marketing competence of these SMEs is
important in developing small and medium businesses that enable potential customers to obtain
information about products as well as transact through the internet. The research method was carried
out by means of a survey with data collection techniques through questionnaires, interviews, and
secondary data sources. The questionnaire was distributed to SMEs in Lembang District, West
Bandung Regency with a sampling technique, and interviews were conducted with informants which
were conducted selectively. The results of the study showed that the knowledge, attitude skills of
SMEs are competencies that need to be improved. Digital marketing competence of SMEs in
Lembang District, West Bandung Regency requires strengthening to encourage increased
knowledge, attention to new knowledge through technology and media, making innovation and
creativity in running their business through digital marketing skills, so that SMEs can optimally
carry out their business by utilizing digital marketing. Digital marketing competence of SMEs in
West Bandung Regency, especially in Lembang District does not yet have the level of ability needed
to improve business performance, because the ability of adaptation and the ability to take advantage
of opportunities, especially in technological development needs to be provided facilitation and
retrieval from related parties, such as the government, universities, and other related organizations.
Keywords: Competence, Digital Marketing, Small and Medium Enterprises (SME