<![CDATA[The development of information technology and increasing business competition encourage business actors to develop more innovative and adaptive marketing strategies. Bandung City is known as one of the centers of the creative industry in Indonesia, home to many micro, small, and medium enterprises (MSMEs) with various superior products, especially in the culinary, fashion, and craft sectors. This study aims to analyze the marketing strategies implemented by MSMEs in Bandung City and identify factors that influence the effectiveness of these marketing strategies. This study uses a qualitative approach with descriptive methods. Data collection was conducted through observation, interviews, and documentation studies to obtain an overview of the marketing practices carried out by MSME actors. The results show that MSME marketing strategies in Bandung City are increasingly developing through the use of digital marketing, particularly through social media and marketplace platforms that can expand market reach and increase interaction with consumers. In addition, product creativity and differentiation strategies are the main strengths of MSMEs in increasing competitiveness in the market. However, several obstacles remain, such as limited digital literacy, limited human resources, and a lack of structured marketing strategy planning. Therefore, efforts are needed to increase the capacity of MSMEs in utilizing digital technology and strengthening more innovative marketing strategies in order to be able to increase business competitiveness in the digital economy era.]]>
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