Exploring the Role of Digital Marketing in Empowering MSMEs: Evidence from Sumbawa Regency

Abstract

This study explores the role of digital marketing in empowering Micro, Small, and Medium Enterprises (MSMEs). As digital technology continues to evolve, MSMEs are confronted with both challenges and opportunities in adapting to a rapidly changing market landscape. The research adopts a descriptive qualitative approach using a case study method to explore how digital marketing contributes to the economic empowerment of MSMEs in Sumbawa. This study examines the utilization of digital marketing tools such as social media platforms, e-commerce, and messaging applications and how they contribute to business growth, brand visibility, customer engagement, and operational efficiency among MSMEs. The findings indicate that digital marketing significantly enhances the competitiveness of MSMEs by expanding market reach beyond local boundaries, promoting product innovation, and facilitating access to new consumer segments. However, several barriers remain, including limited digital literacy, inadequate infrastructure, and a lack of strategic support from both governmental and private sectors. Based on these findings, the study recommends targeted policy interventions, capacity-building programs, and stronger collaboration among stakeholders to support sustainable digital transformation. This research contributes to the broader discourse on digital inclusion and MSME development in rural areas and offers practical insights for policymakers, business development institutions, and technology providers aiming to bridge the digital divide and strengthen the economic resilience of MSMEs.