PEMBERDAYAAN UMKM BERBASIS POTENSI LOKAL MELALUI PEMASARAN DIGITAL UNTUK MENINGKATKAN EKONOMI MASYARAKAT DESA MARGAMUKTI, KECAMATAN SUMEDANG SELATAN, KABUPATEN SUMEDANG

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economic growth of rural communities, including in Margamukti Village, Sumedang Regency. However, many MSMEs in this region face challenges related to limited market access, lack of innovation, poor financial management, and outdated business legality. This research aims to empower MSMEs through digital marketing strategies and community-based economic development. The study employs a qualitative-descriptive approach, using direct observation, in-depth interviews, and participatory methods. The intervention process includes problem identification, technological innovation, packaging and branding improvements, digital marketing training, community empowerment, and evaluation. Findings indicate that conventional marketing methods, such as door-to-door sales, limit business growth, while digitalization can significantly expand market reach and increase sales (Kotler & Keller, 2016). Additionally, improving product packaging and branding enhances consumer appeal and brand identity (Hermawan, 2019). Digital financial management also improves business transparency and efficiency (Sugiyanto & Santoso, 2021). Legal business registration, such as renewing home industry permits (PIRT), enables MSMEs to access larger markets (Kemenkop UKM, 2020). This research provides a model for MSME empowerment through digital transformation, ensuring business sustainability and economic growth. The findings can serve as a reference for future MSME development programs in other regions.