Implementasi Pemasaran Digital dan Online Branding sebagai Strategi Pengembangan UMKM

The development of digital technology has triggered significant changes in marketing and brand management, particularly in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to conduct a comprehensive analysis of the implementation of digital marketing and online branding as strategies for developing MSMEs to increase competitiveness and business sustainability in the digital economy era. This study focuses on the use of social media, marketplaces, and various other digital platforms as marketing tools, as well as the role of online branding in creating brand image, strengthening consumer trust, and expanding market reach. The results of the study indicate that consistent implementation of digital marketing can increase product presence, expand market access, and drive sales growth for MSMEs. The use of social media and marketplaces has proven effective in building two-way communication between businesses and consumers, while the implementation of planned and sustainable online branding contributes significantly to increasing brand awareness, corporate image, and customer loyalty. However, this study also found challenges faced by MSMEs, such as a lack of digital literacy, the availability of adequate human resources, and the ability to manage marketing content professionally. The conclusion of this study confirms that digital marketing and online branding are important and relevant strategies to help MSME development in the digital era. Success in implementing this strategy depends heavily on the extent to which MSMEs are prepared to adopt technology, formulate consistent branding strategies, and maximize digital platforms. Therefore, ongoing support from various parties, including the government and supporting institutions, is needed to improve MSMEs' digital capacity.