A Lagging behind in Digitalization of Marketing for MSME Actors: Case Study of a Murni Fashion Clothing Store in Cibiyuk Village

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Abstract

Increasing the competitiveness of MSMEs can be done through digital-based marketing aspects, because this marketing media is most familiar to MSME entrepreneurs. MSME entrepreneurs must have marketing competitiveness so that MSMEs can survive in the future market. This research is qualitative research with a phenomenological approach. Data collection methods use observation, in-depth interviews and documentation. The analysis technique in this research uses stages of data reduction, data presentation, and then drawing conclusions. The research results show that MSMEs are lagging behind in digital-based marketing aspects due to a lack of knowledge about technology. MSME entrepreneurs need to be given training regarding implementing and creating attractive and innovative product promotions in the form of content and videos to optimize the use of digital-based marketing to increase the competitiveness of MSMEs.