Marketing Strategy for Wedang Uwuh MSME Products in the Digital Era Through E-commerce Platforms

Abstract

Micro, small, and medium enterprises (MSMEs) in Indonesia face numerous challenges in marketing their products in today's digital era. This study aims to explore digital marketing strategies for Wedang Uwuh MSMEs in the digital era through e-commerce platforms. The method used in this study is descriptive qualitative, presenting various facts objectively by compiling conditions at the time of the research. Data collection techniques used in this study were observation, interviews, and documentation. The results show that MSMEs can increase their competitiveness by optimizing e-commerce features such as live streaming, collaborating with influencers, and affiliate programs. Despite limited human resources, digital marketing remains a tool to expand market reach, increase market share, and maintain MSME growth. This research contributes to understanding practical strategies for local MSMEs to adapt and thrive in the digital economy.