<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting local economic activity, including job creation and increasing community income. The advancement of digital technology offers MSMEs opportunities to expand their marketing efforts through digital channels, thereby increasing consumer awareness of their products. However, some MSMEs in rural areas still face limitations in utilizing digital technology for marketing purposes. This study aims to analyze the implementation of marketing digitalization as a means to enhance the competitiveness of the "Bunda Deni" culinary MSME in Paya Bengkuang Village, Gebang District, Langkat Regency. The study employs a qualitative approach using a descriptive method. Data were collected through observation, interviews, and documentation involving the business owner and parties associated with the marketing activities of the "Bunda Deni" culinary MSME. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The results indicate that marketing digitalization can be implemented through the use of social media, instant messaging applications, product content creation, and digital payment systems. Utilizing digital media provides opportunities for MSMEs to expand their marketing reach, introduce products to new consumers, improve customer communication, and build a business identity. Nevertheless, the implementation of digitalization faces several challenges, particularly limited content creation skills, inconsistent social media management, and a lack of knowledge regarding digital marketing strategies. Therefore, guidance and improvements in digital literacy are necessary to ensure that marketing digitalization can be sustained and effectively support the increased competitiveness of the "Bunda Deni" culinary MSME.]]>
