The Strategic Role Of Digital Marketing In Strengthening Digital Business Strategies to Increase The Competitive Advantage Of MSME’s

Abstract

The development of the digital era has changed the pattern of market and consumer interactions, encouraging business actors, especially MSMEs, to adopt technology-based marketing strategies. Digital marketing functions not only as a promotional tool, but also as a holistic strategy that includes brand building, market expansion, and increasing competitive advantage. This study aims to analyze the strategic role of digital marketing in strengthening digital business strategies to increase the competitiveness of MSMEs in the digital era. The research method used is a qualitative approach with library research, utilizing secondary data sources in the form of scientific journals, books, research reports, government publications, and relevant official statistical data. The results show that the integration of digital marketing with innovation, efficiency, and technological adaptation can expand the market, increase brand awareness, and optimize MSME marketing performance. The synergy between the government, MSMEs, and digital platforms forms a sustainable digital ecosystem that supports business growth and contributes to the national economy.