Digital marketing analysis on MIE BYALAK’s SME

Abstract

This community research aims to analyze the implementation of digital marketing in UMKM Mie Byalak as a response to marketing challenges faced. Through a qualitative approach, This community service team's research method uses data obtained through interviews with business owners and direct observation of the marketing strategies used. The findings of the community service activities indicate that UMKM Mie Byalak faces obstacles in utilizing the potential of digital marketing optimally, especially in terms of social media usage and content strategies. Strategic recommendations are provided to enhance online presence, strengthen interaction with consumers through digital platforms, and increase brand awareness. This research provides insights into the importance of digital marketing in enhancing the visibility and competitiveness of UMKM in the digital era.