Pengaruh Digital Marketing dalam Mendorong Pendapatan serta Daya Saing UMKM di Kancah Global

Abstract

This study analyzes the use of digital marketing among micro, small, and medium enterprises (MSMEs) to increase online sales. The research focuses on how digital strategies such as social media, marketplace integration, creative content, and paid advertisements enhance product visibility and drive purchase conversions. A qualitative method was applied through a review of relevant literature from the last five years. The findings reveal that digital marketing significantly influences sales growth by strengthening brand awareness, encouraging consumer interaction, and building product trust. Attractive visual content, seller responsiveness, positive reviews, and promotional strategies were shown to increase transaction volume. The study concludes that the success of MSMEs in online sales largely depends on their ability to manage digital marketing strategies consistently and adapt to technological developments. It also recommends improving digital literacy and optimizing platform features