<![CDATA[Digitalization is a crucial element in enhancing the marketing efforts of Micro, Small, and Medium Enterprises (MSMEs), including those located in rural areas. This study aims to identify the role of digitalization in strengthening the marketing of the "Gemilang Panca Usaha" salted egg MSME, located in Cibuyur Village, Warungpring District. Prior to adopting digitalization, the business marketed its products using traditional methods with limited market reach. With the advancement of information technology, the business began utilizing online platforms—such as WhatsApp, Google Maps, and Facebook—for marketing purposes. This research employs a descriptive qualitative method using a case study approach. Data were gathered through in-depth interviews and direct observation of the owner and management of Gemilang Panca Usaha. The findings reveal that each digital platform serves a distinct function in supporting marketing: WhatsApp facilitates direct communication and transactions with customers, Google Maps enhances the visibility of the business location, and Facebook plays a role in introducing products to a broader audience. The adoption of digitalization has positively impacted market reach, promotional efficiency, and sales revenue, although challenges such as low digital literacy and suboptimal platform management persist. The study also demonstrates that rural MSMEs have the opportunity to grow through digitalization without needing to be located in urban areas. These findings are expected to serve as a reference for similar MSMEs looking to optimize their digital marketing strategies.]]>
