<![CDATA[This study aims to analyze the empowerment of Micro, Small, and Medium Enterprises (MSMEs) through digital marketing to improve product competitiveness in Limau Manis Village, Tanjung Morawa District, through the 2026 KKN UINSU Program. This study used a descriptive qualitative approach conducted directly in the field. Data were collected through observation, interviews, documentation, and assistance provided to MSME actors. The results showed that some MSME actors still relied on direct marketing and had not optimally utilized digital media. The empowerment activities were carried out through the introduction of social media, simple content creation, product information development, and assistance in using digital channels as promotional tools. The activities provided MSME actors with a better understanding of the importance of presenting product information clearly, attractively, and consistently. Digital marketing also created opportunities to expand market reach, increase interaction with consumers, and strengthen product identity. The findings indicate that digital skills support MSMEs in adapting to changes in consumer behavior. Sustainable assistance is expected to support business development and strengthen product competitiveness in broader markets.]]>
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