This research as suppose to analyze the effect of product quality, innovation, human resources and digital marketing towards competitiveness of small and medium enterprises (SMEs) in Bantul. In this research the writer using primary data by spreading questionnaires to respondents tools from SPSS 21. The result of this research shows that (1) variable of product quality has positive effect, (2) innovation positive effect, (3) human resource positive effect and (4) digital marketing positive effect towards competitiveness of small and medium enterprises (SMEs) in Bantul