Digitalization in the era of the Fourth Industrial Revolution has driven Micro, Small, and Medium Enterprises (MSMEs) to adopt modern technologies in order to enhance innovation, performance, and competitiveness. One key aspect of MSME digitalization is the utilization of big data analytics capability (BDAC), which enables firms to process information effectively to support strategic decision-making. This study aims to analyze the impact of information technology (IT) absorptive capacity and IT governance on BDAC, as well as their effects on organizational creativity and organizational performance. A quantitative approach was employed using the PLS-SEM method via SmartPLS 4.0 software. Data were collected through an online survey and collaboration with two major banks in Indonesia, involving MSME owners, managers, and/or staff who have applied big data analytics in their business processes. The research findings indicate that IT absorptive capacity and IT governance have a positive and significant effect on BDAC. BDAC plays a role in enhancing organizational creativity, which in turn positively impacts organizational performance. This study provides important implications: MSMEs can improve their competitiveness through big data analytics by developing IT absorptive capacity supported by the implementation of effective IT governance. With this combination, MSMEs can strategically and sustainably optimize their use of technology.