Digital Communication in Improving Competitiveness of Productive Local MSME Businesses in New Digital Media

Digitalization has changed the perspective in playing the market, introducing new opportunities, thus providing innovative MSMEs to adapt quickly. Currently, digital communication carried out by MSMEs has a crucial role in competing in the global market. The Ministry of Cooperatives and Small and Medium Enterprises (Kemenkopukm) noted that there were 64.2 million units of micro, small, and medium enterprises (MSMEs) in Indonesia in 2021. The practical implications of this research are the importance of developing digital communication skills and focused marketing strategies. on added value, and adaptation to current technological trends. Involvement in new digital media platforms, such as Facebook, for example, can open up new opportunities in product marketing, reaching a wider market by utilizing the technological features that are already provided. So the result can be to build closer relationships with consumers