Strategi Pemasaran Digital Pada UMKM Dalam Meningkatkan Daya Saing: Studi Kualitatif Pada Pelaku Usaha di Era Media Sosial

Abstract

Digital transformation has driven significant changes in marketing practices, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to explore the digital marketing strategies implemented by MSMEs to increase their competitiveness in the social media era. The study used a qualitative approach with a case study design, involving five MSMEs actively utilizing social media as a marketing tool. Data were collected through in-depth interviews, digital activity observations, and documentation, then analyzed using the interactive analysis model of Miles, Huberman, and Saldaña. The results show that effective digital marketing strategies include consistency in content creation, utilization of interactive features, building customer engagement, and strengthening branding through educational content and testimonials. The implementation of these strategies contributes to increased sales, expanded market reach, and strengthened brand image. However, MSMEs still face challenges such as limited digital literacy, understanding of social media algorithms, and price competition in the marketplace. This study concludes that digital marketing can be a source of competitive advantage if managed strategically and sustainably. The implications of this study emphasize the importance of improving digital capabilities and data-driven strategic planning for MSMEs to strengthen their competitiveness in the digital era.