DIGITAL MARKETING TRANSFORMATION TO INCREASE THE COMPETITIVENESS OF MSMEs IN WEST KLOMPANG VILLAGE, PAKONG DISTRICT, PAMEKASAN REGENCY

Abstract

The rapid development of digital technology requires Micro, Small, and Medium Enterprises (MSMEs) in rural areas to adapt in order to remain competitive and sustainable in an increasingly dynamic market environment. However, low levels of digital literacy, limited online marketing skills, and the lack of continuous assistance remain major challenges faced by rural MSMEs. This article aims to describe and analyze the empowerment process of MSMEs in Klompang Barat Village through digital marketing assistance as a strategy to strengthen the local economy sustainably. The study employs a participatory and practical approach, involving field observation, socialization, mentoring, and hands-on practice in utilizing digital technologies. The findings indicate that prior to the assistance program, most MSMEs operated using conventional business practices with minimal use of digital tools. Following the mentoring activities, there was a notable improvement in digital literacy, an increase in the adoption of digital business accounts, and the registration of business locations on Google Maps, which positively contributed to business visibility and professionalism. Nevertheless, challenges such as time constraints and inconsistency in content management continue to hinder the optimal implementation of digital marketing strategies. These findings suggest that digital-based empowerment of rural MSMEs requires a gradual, contextual, and sustainable approach. With appropriate and continuous mentoring, digital transformation can serve as a strategic instrument for enhancing MSME competitiveness and fostering rural economic independence