Peran Digital Marketing Dalam Mendorong Pertumbuhan UMKM Di Era Digitalisasi: Studi Pada UMKM Di Kabupaten Kudus

Abstract

This study aims to determine the role of digital marketing in encouraging the growth of Micro, Small, and Medium Enterprises (MSMEs) in Kudus Regency, with a focus on the implementation of digital marketing strategies and their impact on visibility and product sales. The study used a qualitative approach with in-depth interview methods and observations of two MSME actors who have implemented digital marketing, namely the owner of the Allamshop Official store and LKP Dunia Sausan. The results of the study show that digital marketing, especially through platforms such as TikTok, Instagram, WhatsApp, and marketplaces such as Shopee, is effective in expanding market reach, increasing brand awareness, and increasing product sales. The digital marketing strategies implemented include Search Engine Optimization (SEO), content marketing, social media marketing, and paid advertising. However, MSME actors face challenges such as budget constraints, difficulties in managing content, and low technical knowledge about digital marketing. The results of the study show that digital marketing has great potential to support the growth of MSMEs, but requires a more adaptive strategy and additional support in the form of training and guidance in overcoming existing obstacles.