Strategi Komunikasi Pemasaran Digital UMKM dalam Meningkatkan Daya Saing Ekonomi Lokal di Era Ekonomi Kreatif
DOI:
https://doi.org/10.71251/Keywords:
Digital marketing, UMKM, local economic competitiveness, creative economy, marketing communication strategiesAbstract
This study aims to explore the digital marketing communication strategies used by Micro, Small, and Medium Enterprises (UMKM) in enhancing local economic competitiveness in the creative economy era. Using a qualitative case study approach, the research was conducted in Sukamanah Village, Cugenang District, Cianjur Regency. Data were collected through in-depth interviews with UMKM owners, local community leaders, and marketing experts, supplemented by field observations. The results reveal that digital marketing plays a crucial role in strengthening UMKM's brand visibility and market reach. Strategies such as social media promotion, online marketplaces, and digital advertising are commonly utilized to create stronger engagement with both local and global customers. The study also finds that UMKM's digital marketing efforts contribute to their ability to adapt to changing market conditions, increase sales, and build long-term customer loyalty. However, challenges such as limited digital literacy and internet infrastructure in rural areas remain significant barriers. This paper concludes that effective digital marketing communication strategies are essential for improving the competitive edge of UMKM in the local economy and supporting the growth of the creative economy.
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