MENINGKATKAN DAYA SAING UMKM LOKAL MELALUI STRATEGI PEMASARAN DIGITAL DI ERA DIGITAL
Abstract
Abtrak. Era digital menghadirkan berbagai peluang baru bagi Usaha Mikro, Kecil, dan Menengah (UMKM) untuk meningkatkan daya saingnya melalui pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk menganalisis bagaimana penerapan strategi pemasaran digital dapat meningkatkan daya saing UMKM di Kecamatan Curug. Metode penelitian yang digunakan adalah studi deskriptif dengan pendekatan kualitatif, melibatkan wawancara, observasi, dan survei kepada pelaku UMKM setempat. Hasil penelitian menunjukkan bahwa penggunaan media sosial, marketplace, dan teknologi digital lainnya secara efektif dapat memperluas jangkauan pasar, meningkatkan interaksi dengan konsumen, serta memperkuat brand awareness UMKM. Namun, terdapat beberapa kendala seperti keterbatasan pengetahuan teknologi dan sumber daya yang perlu diatasi melalui pelatihan dan pendampingan. Kesimpulannya, strategi pemasaran digital merupakan kunci penting dalam meningkatkan daya saing UMKM di era digital, khususnya di Kecamatan Curug, sehingga dukungan dari berbagai pihak sangat diperlukan untuk memaksimalkan potensi ini.
Keywords: Strategi Pemasaran Digital; Daya Saing; Marketplace; UMKM; Media Sosial
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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