Digital Marketing Strategy for Business Development and Increasing Competitiveness at UMKM Coffee in Sidoarjo

The aim of this research is to see the direct influence of digital marketing on business development and competitiveness of coffee MSMEs in Sidoarjo. The data used in this research was a sample of 3 coffee MSME owners in Sidoarjo who had implemented digital marketing strategies for their business. The method used in this research is qualitative. The data analysis technique used is SWOT analysis (Strength, Weakness, Opportunity, Threats). This SWOT analysis uses the IFE (Internal Factor Evaluation) matrix calculation with the contents of various strength and threat factors, as well as the EFE matrix ( External Factor Evaluation) which shows opportunity and threat factors. The results in this study obtained a strength score of 1.95, weaknesses 1.10, opportunities 2.03, threats 0.98. For the IFE matrix, the total score was 3.05, while for the EFE matrix, the total score was 3.01.