<![CDATA[Marketing strategy and performance are critical elements MSME success. This study aims to analyze effective and efficient marketing strategies for milkfish- based bontot. MSMEs in Domas Village, Pontang District, Serang Regency. Employing a descriptive analytical method, data were collected through observation, interviews, documentation, field notes, and triangulation between July and September 2025. Location selection was conducted using purposive sampling, identifying the area as a historical production hub. Key informants were selected based on a minimum of 5 years of business experience, representing three sales models: direct (Lidah Punya Rasa), online (Pawang Cemilan Khas Domas), and hybrid (Domas Jaya Bontot). Additionally, 30 customer respondents were selected via purposive sampling. Data were analyzed using SWOT analysis, revenue analysis, and The Community Satisfaction Index (IKM). SWOT results indicate that product quality, customer loyalty, and digital marketing adoption are dominant factor driving marketing success. The study concludes that significant performance differences exist among marketing models. Digital marketing excels in expanding market reach and sales volume, whereas direct sales build stronger customer relationships. An integrated marketing model combining digital and conventional approaches is recommended to enhance MSME competitiveness and sustainable growth]]>
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