<![CDATA[This study aims to analyze the utilization of digital marketing in increasing sales at the micro, small, and medium enterprise (UMKM) Pempek Minah Tanggo Rajo Cindo, located in 7 Ulu, Palembang City. The research employs a field research method with a descriptive qualitative approach. Data was collected through interviews with the business owner, Mrs. Aminah, and customers who use online communication media such as WhatsApp, Facebook, and Instagram. Additionally, direct observation was conducted to understand the implementation of digital marketing in the business. Data collection techniques included interviews, observation, and documentation. The results of the study show that the use of digital marketing through social media platforms like Instagram and WhatsApp has a positive impact on increasing sales. This includes providing transparent product information, ease of product updates, and product comparative analysis. Furthermore, the digital marketing techniques applied include advertising, direct marketing, personal selling, and sales promotion, which enhance customer response and drive sales. This research highlights how digital marketing can play a crucial role in the development of UMKM businesses through more effective and efficient marketing strategies. ]]>
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