STRATEGI MANAJEMEN PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM DI ERA EKONOMI DIGITAL

Angga Ade, Permana
Wahid, Abdul
Wijaya Kusuma, Dedy
Sauqi, Ahmad
Mustofa
Sinrungtam, Wasana

JRB-Jurnal Riset Bisnis
Vol. 9 No. 2 (2026): April

This research aims to examine effective digital marketing management strategies to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy. Using a mixed-methods approach (qualitative and quantitative), it identifies best practices and obstacles MSMEs face in implementing digital marketing. The findings reveal that digital marketing, especially social media, significantly boosts MSME competitiveness. However, constraints like limited budgets, low digital literacy, and inadequate human resources hinder its optimization. Practical training, gradual budget allocation, and government support are needed to improve the effectiveness of MSMEs' digital marketing strategies.