https://journal.literasisainsnusantara.com/index.php/adman <p><strong>Journal of Contemporary Administration and Management (ADMAN)</strong> is a scientific journal that focuses on the publication of articles related to the development of the theory and practice of administration and management in a contemporary context. The journal contains articles that cover a wide range of topics, such as business strategy, human resource management, financial management, marketing management, operations management, environmental management, public policy, and so on. Our journal aims to present innovative thoughts and creative solutions in the field of administration and management. In carrying out this objective, the journal publishes scholarly articles that contain original research results and theory development and follow strict academic standards. <strong>Journal of Contemporary Administration and Management (ADMAN)</strong> is published periodically every four months and is open to the publication of articles from academics, practitioners, and researchers in the field of administration and management. This journal uses a peer-review system in assessing incoming articles and is accredited by a national accreditation agency. With this journal, it is hoped that it can make a real contribution to the development of administration and management science, both theoretically and practically, and provide useful information for readers who are interested in this field.</p> PT. LITERASI SAINS NUSANTARA en-US Journal of Contemporary Administration and Management (ADMAN) 2988-0394 https://journal.literasisainsnusantara.com/index.php/adman/article/view/337 <p>This study aims to analyze the strengthening of adaptation strategies for Micro, Small, and Medium Enterprises (MSMEs) through the integration of digital marketing, creative innovation, and technological capabilities in responding to business environment uncertainty. The study employs a qualitative approach using a literature review method, where data were obtained from various scientific publications and credible sources through searches on Google Scholar and official websites of relevant institutions within the period of 1991–2026. From an initial pool of 50 articles, a rigorous selection process was conducted based on relevance, quality, and contribution to the research topic, resulting in 27 articles for further analysis using descriptive analysis techniques. The findings indicate that the integration of digital marketing enables expanded market access and improved customer interaction, while creative innovation plays a role in generating product differentiation and business flexibility. Technological capabilities are also proven to enhance operational efficiency and MSME readiness in facing change. However, the implementation of these three aspects still encounters various challenges, such as low digital literacy, limited access to technology, and suboptimal policy support. Therefore, integrated efforts are required through strengthening human resource capacity, providing access to technology and financing, and fostering collaboration among stakeholders to sustainably enhance MSME resilience and competitiveness.</p> Sutrisno Nugrahini Susantinah Wisnujati Dewa Oka Suparwata Copyright (c) 2026 Journal of Contemporary Administration and Management (ADMAN) https://creativecommons.org/licenses/by-nc-sa/4.0 2026-04-29 2026-04-29 4 1 714 722 10.61100/adman.v4i1.337