<![CDATA[This study aims to determine: (1) How the use of digital technology can assist in marketing MSME products in Wotu District, East Luwu Regency; (2) The SWOT analysis strategy in the application of digital technology to support marketing of MSME products in Wotu District, East Luwu Regency. This research employs a qualitative approach. Data collection techniques include observation, interviews, and documentation. The data were analyzed through four stages: data collection, data reduction, data presentation, and conclusion drawing. The results show that: (1) MSME actors in Wotu District, East Luwu Regency, have a good basic digital literacy in creating visual content and persuasive messages independently. However, social media management remains unprofessional as it is considered a side task. Some business actors actively interact with consumers, while others only use digital platforms as a one-way promotional medium. (2) Effective marketing strategies should focus on optimizing the uniqueness of local products as digital assets, improving digital literacy and internet infrastructure, and leveraging local community loyalty on social media as a form of adaptive business defense against digital competition and changes in global platform algorithms.]]>
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