Optimalisasi Strategi Pemasaran Digital untuk Meningkatkan Kinerja UMKM di Kota Jambi
Keywords:
Competitiveness, Digital Marketing, MSMEs, Social MediaAbstract
In the economic cycle, competitiveness is a vital factor, including the production of goods and services with the aim of meeting market demand. The discussion in this study is about Micro, Small and Medium Enterprises (MSMEs) and how strategies in optimizing digital marketing in the current era. Descriptive qualitative method is the research method used in this research. This method was chosen to answer research questions about how efforts or strategies in optimizing the application of digital marketing in increasing the number of their consumers. The results showed that the optimization of digital marketing strategies is effective for increasing the competitiveness of MSMEs, although there are still some challenges such as limited access to capital, lack of knowledge and skills in digital marketing, and limited infrastructure. This research draws the conclusion that digital marketing is essential for MSMEs to compete in the modern era and that government support.
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