PERAN PLATFORM DIGITAL SEBAGAI SARANA PEMASARAN UMKM DI KEFAMENANU

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Kefamenanu play an important role in the local economy; however, they face limitations in product marketing, market access, and capital. The development of information technology presents opportunities through the use of digital platforms such as social media, e-commerce, and websites as more efficient and affordable marketing tools. This study aims to describe the role of digital platforms as marketing media, explore the experiences of MSME actors in their use, identify the challenges encountered, and analyze their impact on business development. The data analysis techniques used include data reduction, data presentation, and conclusion drawing. The results show that digital platforms play a significant role in expanding market reach, increasing product visibility, and encouraging sales growth among MSMEs in Kefamenanu. The experiences of MSME actors indicate clear benefits, although their use is still limited to basic functions. The main challenges include limited digital skills, internet infrastructure, time management, and a lack of understanding of online marketing strategies. Nevertheless, the overall impact of using digital platforms is positive in increasing sales, brand awareness, and market access, thus making them a potential marketing strategy for MSME development in the digital era.