KNOWLEDGE OF MEDAN CITY UMKM ACTORS IN MARKETING STRATEGIES IN THE DIGITAL ERA

Abstract

This study aims to analyze the knowledge of Micro, Small, and Medium Enterprises (UMKM) in Medan City regarding marketing strategies in the digital era. With the increasing number of UMKM, the main challenges faced are the low understanding of digital marketing and limitations in utilizing technology. The research method used is qualitative with a case study approach, collecting secondary data from various literature sources, including articles, books, and related reports. The results of the study show that many UMKM still rely on traditional marketing methods and are less familiar with digital platforms. In addition, it was found that limited access to technology and minimal training are significant obstacles for UMKM in implementing digital marketing strategies. This study recommends the need for training programs and infrastructure support from the government and related institutions to improve the knowledge and skills of UMKM. Thus, it is hoped that UMKM can take advantage of opportunities in the digital era more effectively, contributing to local economic growth.