Optimization of Digital Marketing Strategy in the Development of Creative Economy MSMEs in Beseran Village
DOI:
https://doi.org/10.11594/nstp.2025.4747Keywords:
Creative economy, Digital marketing, MSMEsAbstract
MSMEs (Micro, Small, and Medium Enterprises) play a vital role in the Indonesian economy, contributing to job creation and economic growth. In the context of the creative economy, digital marketing is an essential tool that increases direct income and influences the growth of other subsectors. This study aims to explore and analyze digital strategies applied in developing creative economy-based MSMEs in Beseran Village. The study focuses on applying and optimizing digital promotional tools, including websites, social media, and email marketing, to increase the competitiveness and productivity of MSMEs. The research method used is descriptive, with a purposive sampling approach to determine the sample. Data collection techniques include direct observation, documentation, interviews with MSME actors, and literature studies to support the analysis. The study results show that digital strategies can help MSMEs increase visibility, marketing efficiency, and access to a broader market. Despite challenges such as limited technological knowledge and infrastructure, digital strategies remain vital to supporting the growth and sustainability of MSMEs.
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