Penerapan Digital Marketing Pada UMKM Karya Bunda Kerupuk Ikan dan Udang di Desa Pangkalan Batang Barat

This project aims to analyze and implement digital marketing strategies for MSMEs Karya Bunda, which specializes in producing fish and shrimp crackers in Pangkalan Batang Barat Village, Bengkalis Regency. The implementation of digital marketing serves as an effort to overcome limitations in conventional marketing and to expand market reach. The methods used in this project include SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and STP analysis (Segmentation, Targeting, Positioning). The digital marketing strategies applied consist of creating a Google My Business profile, utilizing social media platforms (Instagram, Facebook, and WhatsApp Business), organizing a content calendar, and marketing through local marketplaces. The results of the digital marketing implementation indicate increased online visibility, growth in customer engagement, and an improvement in sales during the project period. Challenges faced include the limited digital literacy of the business owner and poor internet connectivity, which were addressed through mentoring and training. This study is expected to serve as a reference and motivation for other MSMEs in developing more effective and adaptive marketing strategies in the digital era.