DIGITAL MARKETING UNTUK UMKM: Strategi Meningkatkan Penjualan dan Daya Saing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the Indonesian economy, yet they face challenges in effectively marketing their products in the digital era. Digital marketing has emerged as a strategy capable of increasing MSMEs' market reach, sales, and brand awareness through social media, websites, Marketplaces, digital content, email marketing, and chatbots. This strategy has proven to provide significant benefits, such as expanding market reach nationally and internationally, optimizing sales, especially during the COVID-19 pandemic, and strengthening brand awareness through engaging and interactive content. However, the implementation of digital marketing also faces challenges, including limited digital literacy, limited capital, and intense market competition, which limit the potential of digital marketing. To address these challenges, MSMEs require mentoring, digital literacy training, creative marketing strategies, and effective cost management. This article uses a literature review method with a qualitative approach to analyze digital marketing strategies, their benefits, challenges, and case studies of successful implementation. The study results show that by utilizing appropriate digital strategies, supported by content innovation and a personalized approach, MSMEs can increase competitiveness, expand market reach, and drive sustainable business growth in the digital era