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All Journal Journal of Bussines Management Basic
Apriyanti, Windi
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Economics, Econometrics & Finance Other

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Digital Technology and Marketing Development Model for UMKM COMET CP BOJONG Ginanjar, Yayat; Rindiyani, Fitri; Awaliah, Sofia Adisti Novarini; Apriyanti, Windi
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This study analyzes the development model of Comet UMKM in CP. Bojong Village through the utilization of digital technology and digital marketing strategies. The research aims to assess the extent of technology implementation in production, promotion, and product distribution, as well as to identify challenges and opportunities in enhancing business competitiveness. This study applies a descriptive qualitative approach with data collected through direct observation and in-depth interviews with business actors. The findings indicate that Comet UMKM has initiated the use of social media and marketplace platforms, yet data management and content marketing strategies have not been fully optimized. Limited digital literacy, inadequate promotional planning, and resource constraints remain major barriers. Therefore, strengthening digital marketing management and advancing technology adoption are urgently needed to expand market reach and improve business performance.
Co-Authors Awaliah, Sofia Adisti Novarini Ginanjar, Yayat Rindiyani, Fitri