<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) in local economic growth and maintaining cultural preservation, MSMEs that promote local culture still face limited market and information coverage constraints due to conventional marketing systems and digital technology that continue to increase. The research was taken on local MSMEs that raise Lampung batik in Beringin Raya Village, Bandar Lampung City, which has problems in the form of low digital literacy, lack of use of social media and marketplaces, and not optimal product branding strategies. This research aims to increase the market reach of Local MSMEs through optimizing information technology innovations with training, mentoring and application of appropriate technology methods. Qualitative analysis with the appropriate technology training survey approach method and the results were analyzed with SWOT, based on the results of the analysis, the main strength lies in the quality and uniqueness of local batik motifs, while the weakness of MSMEs lies in the limitations of digital literacy. Opportunities for MSMEs are wide open through the growth of the digital market, despite the threat of competition from similar products. The recommended strategies are SO and WO strategies through strengthening digital branding and increasing the capacity of human resources. The conclusion of the study states that information technology optimization has proven to be effective in applying it for local MSMEs in increasing the competitiveness and sustainability of culture-based MSMEs in the digital era]]>
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