OPTIMALISASI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM KEDUNGJAMBE
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WhatsApp Business,
TikTok,
E-commerce,
Brand Awareness,
MSMEs
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Abstract
This study aims to analyze strategies for optimizing digital marketing to enhance the competitiveness of Kedungjambe MSMEs. MSMEs play a significant role in the national economy, but challenges such as the COVID-19 pandemic and limited adoption of digital technology hinder their potential. Using a qualitative approach, this research identifies barriers and opportunities for MSMEs to compete in the global market. The findings reveal that optimizing digital marketing, including the use of social media, e-commerce, and personalized services, can significantly enhance MSME competitiveness. Recommendations are provided to support MSME digital transformation, including training, mentoring, and digital infrastructure development. This research is expected to serve as a reference for policy development to empower MSMEs in the digital era.
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