Application of Digital Marketing as a Marketing Strategy for Local Village Products to Increase the Competitiveness of UMKM Using a SWOT Analysis

In facing challenges and at the same time increasing opportunities for MSMEs, it is necessary to strengthen and increase the potential of MSMEs in the basic or local sector. MSMEs in the local sector are an important factor in economic development, including the development of the MSME economy in Kludan Village. In this study, we will examine more deeply about local products, namely bags and suitcases in Kludan Village. The research method used in this study is a qualitative research method. The reason researchers use qualitative methods is because they want to analyze the application of digital marketing in marketing strategies with a SWOT analysis approach. The focus of this study is digital marketing as a marketing strategy for local village products to increase the competitiveness of Tasidan Koper MSMEs in Kludan Village, Tanggulangin District with a SWOT Analysis approach. The results of this study indicate that MSMEs in Kludan Village need support from the government and institutions in increasing business competitiveness. Training and mentoring to strengthen technical and managerial skills and introduce the latest technology can help MSMEs face marketing challenges. In addition, forming a community of craftsmen and entrepreneurs to share knowledge and expand business networks is also very beneficial.