Advances in Social Sciences Research Journal – Vol.5, No.11 Publication Date: Nov. 25, 2018 DoI:10.14738/assrj.511.5635. Dewanta, F. S., Alexandri, M. B., & Kostini, N. (2018). Effects of Information and Communication Technology Adoption on Msmes in the Retail Sector Marketing Performance in Cibaduyut Area, Bandung City. Advances in Social Sciences Research Journal, 5(11) 453- 459. Copyright © Society for Science and Education, United Kingdom 453 Effects of Information and Communication Technology Adoption on Msmes in the Retail Sector Marketing Performance in Cibaduyut Area, Bandung City Fajar Sukma Dewanta Department of Business Administration Padjadjaran University, Bandung, Indonesia Mohammad Benny Alexandri Department of Business Administration Padjadjaran University, Bandung, Indonesia Nenden Kostini Department of Business Administration Padjadjaran University, Bandung, Indonesia ABSTRACT Micro, small and medium enterprises (MSMEs) have become priority for economic development as an effort to increase the competitiveness of MSMEs. Moreover, MSMEs have the potential and also become the driving force of the Indonesian economic development. Cibaduyut area, which is the main center of the textile industry and processing in Bandung City. However, MSMEs in this area have faced great pressure since the enactment of the ASEAN-China Free Trade Area (ACFTA) in 2010. There have been efforts made by businessmen, especially the retail sector in this area to increase the company competition by adopting Information and Communication Technology (ICT). This study aims to find out how the ICT effects on company performance in the retail sector MSMEs in Cibaduyut area, especially towards marketing performance. Respondents in this study were sampled using proportionate stratified random sampling to determine the number of samples based on the size of the business. The analysis technique used is multiple regression analysis using the SPSS 22.0 application. The results showed that there are significant effects between Information Technology, Communication Technology and also between Information Technology and Communication Technology on MSMEs Marketing Performance in the retail sector in Cibaduyut, Bandung City. Keywords: information technology, communication technology, marketing performance, msmes INTRODUCTION Micro, small and medium enterprises (MSMEs) have become priority of economic development which is seen as an effort to increase the competitiveness of MSMEs and accelerate economic recovery to overcome poverty and unemployment in Indonesia. MSMEs also have the potential to become the driving force of the economy, besides growing large and engaged in every sector of the economy, MSMEs also able to absorb large numbers of workers, even less skilled ones. According to the Ministry of Industry in 2017, MSMEs contributed to the Gross Domestic Product (GDP) which continued to increase to 60.34% in the last five years and the absorption of labor from this sector continued to grow to 97.84%. The contributions given by MSMEs have made this sector as a strategic role in fighting poverty and unemployment.