<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economic development of Makassar City, South Sulawesi Province. As the main trade and service hub in Eastern Indonesia, Makassar has experienced rapid growth in the number of MSMEs, particularly in the culinary, fashion, handicraft, and service sectors. This study uses a descriptive qualitative research method to obtain an in-depth understanding of marketing strategies implemented by MSMEs in Makassar City. A qualitative approach was chosen because it allows researchers to explore perceptions, experiences, and practices of MSME actors in a natural setting. The result showed that marketing strategies implemented by MSMEs in Makassar City are market segmentation, targeting, and positioning (STP, strong brand identity and consistent branding, optimization of digital marketing and social media, customer relationship management (CRM and service excellence, competitive and value-based pricing strategy, product quality improvement and innovation and performance evaluation and data-driven marketing.Keywords: MSMEs, Marketing Strategy, Descriptive Qualitative, Makassar City, digital marketing]]>
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