ANALISIS PERAN DIGITAL MARKETING DALAM MENINGKATKAN DAYA SAING UMKM DI KOTA PALEMBANG

Abstract

The rapid development of digital technology has brought significant changes to marketing activities in micro, small, and medium enterprises (MSMEs), including those in Palembang City. The increasing use of the internet and social media has encouraged MSME actors to adapt digital marketing strategies in order to maintain and improve business competitiveness amid increasingly competitive market conditions. This study aims to analyze the role of digital marketing in improving the competitiveness of MSMEs in Palembang City and to identify the benefits and obstacles in its implementation. The research employed a qualitative approach using the library research method. Data were collected from secondary sources such as scientific journals, books, articles, and documents related to digital marketing and MSME development. The data analysis technique applied the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results of the study indicate that digital marketing plays an important role in expanding market reach, increasing brand awareness, strengthening relationships with customers, improving marketing efficiency, and enhancing the income and competitiveness of MSMEs. Social media and marketplaces were identified as the most effective digital platforms used by MSME actors to market products more broadly and interactively. However, the implementation of digital marketing still faces several challenges, such as low digital literacy, limited human resources, and lack of technological assistance. This study contributes to the development of digital marketing and MSME transformation studies in the digital economy era. The conclusion of this study shows that digital marketing is an effective strategy for improving MSME competitiveness; therefore, training programs, mentoring, and strengthening digital literacy for business actors are highly necessary. Future research is recommended to use field research approaches and data triangulation methods in order to obtain more in-depth and comprehensive findings