Implementasi Strategi Pemasaran Berbasis Digital dalam Meningkatkan Daya Saing UMKM

Abstract

This research aims to analyze the implementation of digital-based marketing strategies in enhancing the competitiveness of MSMEs in Tangerang Regency. Digital transformation has become an important necessity for SMEs to compete in an increasingly competitive market. This research uses a qualitative descriptive method, with data collection through in-depth interviews, observations, and documentation on several SMEs that have implemented digital marketing. The research results show that the use of social media, such as Instagram and WhatsApp, as well as marketplace platforms like Shopee and Tokopedia, have become the main strategies implemented by MSME actors. Social media allows business actors to reach consumers more personally, while marketplaces help expand market access nationally.The implementation of digital marketing has a significant impact on increasing sales, promoting cost efficiency, and strengthening customer loyalty. SMEs that adopt digital technology report an increase in revenue of up to 30% within a year. The main supporting factors for the success of this strategy are the digital training provided by the local government and broader access to technological resources. The research findings also indicate that the biggest challenges faced by SMEs include the limited availability of human resources skilled in digital technology and the lack of understanding of effective marketing strategies.The conclusion of this research is that digital-based marketing provides significant opportunities for SMEs to enhance their competitiveness in local and national markets. The improvement of digital competencies and innovation in marketing strategies needs to be continuously encouraged to optimize the potential of SMEs in facing challenges and market changes in the digital era. This research offers recommendations for the government and SME actors to strengthen collaboration in supporting digital transformation.