DIGITAL MARKETING STRATEGY GUIDANCE TO IMPROVE MSME COMPETITIVENESS IN THE DIGITAL ECONOMY ERA IN NIAS REGENCY

Abstract

Digital transformation has become a strategic necessity for Micro, Small, and Medium Enterprises (MSMEs) to survive and compete in the digital economy. Digital marketing opens up opportunities for MSMEs to expand market reach, increase brand awareness, and drive sales growth. However, the MSME digitalization process still faces various obstacles, particularly limited digital literacy, limited technological mastery, unequal access to internet infrastructure, and the absence of a planned digital marketing strategy. This condition is also experienced by MSMEs in Nias Regency, which are predominantly engaged in the agricultural, trade, and craft sectors, with businesses that are still informal and oriented towards the local market. This community service program aims to increase the capacity of MSMEs in Nias Regency through contextual and applicable digital marketing strategy assistance. The implementation method is carried out through six stages, namely: (1) preparation and mapping of MSME needs; (2) program socialization; (3) intensive digital marketing training; (4) direct practical assistance; (5) periodic monitoring and evaluation; and (6) ongoing assistance and strengthening collaborative networks. The approach used is participatory, prioritizing direct practice such as creating business social media accounts, marketplace stores, compiling promotional content, and utilizing simple analytics. The implementation results showed a significant increase in MSMEs' digital literacy and competency. Twenty-five MSMEs successfully activated Instagram Business accounts and Facebook Pages, 18 MSMEs established marketplace stores, and all participants had WhatsApp Business-based digital catalogs. Marketing patterns shifted from conventional to more planned and digital-based, accompanied by increased interaction with consumers. Initial economic impacts were seen in an average increase in sales of 15–25%, an increase in customers from outside the region, and an increase in service speed. Furthermore, a collaborative ecosystem was formed between MSMEs, the community service team, and the local government as a foundation for the program's sustainability. Thus, digital marketing assistance has proven effective in increasing the competitiveness and independence of MSMEs in Nias Regency.