STRATEGI MANAJEMEN PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM DI ERA EKONOMI DIGITAL

Permana Angga Ade; Abdul Wahid; Dedy Wijaya Kusuma; Ahmad Sauqi; Mustofa; Wasana  Sinrungtam

doi:10.65179/jrb.2026.9820

Authors

Permana Angga Ade Institut Tenknologi dan Sains Mandala
Abdul Wahid Fakultas Sains, Teknologi dan Industri, , Institut Teknologi dan Sains Mandala, Jember, Indonesia
Dedy Wijaya Kusuma Fakultas Ekonomi dan Bisnis, Institut Teknologi dan Sains Mandala, Jember, Indonesia
Ahmad Sauqi Fakultas Sains, Teknologi dan Industri, , Institut Teknologi dan Sains Mandala, Jember, Indonesia
Mustofa Fakultas Sains, Teknologi dan Industri, , Institut Teknologi dan Sains Mandala, Jember, Indonesia
Wasana Sinrungtam Faculty Bussines Administration, Rajamangala University of Technology Thanyaburi, Thailand

DOI:

https://doi.org/10.65179/jrb.2026.9820

Keywords:

Marketing Management, Digital Marketing, MSMEs, Digital Economy, Marketing Strategy

Abstract

This research aims to examine effective digital marketing management strategies to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy. Using a mixed-methods approach (qualitative and quantitative), it identifies best practices and obstacles MSMEs face in implementing digital marketing. The findings reveal that digital marketing, especially social media, significantly boosts MSME competitiveness. However, constraints like limited budgets, low digital literacy, and inadequate human resources hinder its optimization. Practical training, gradual budget allocation, and government support are needed to improve the effectiveness of MSMEs' digital marketing strategies.