Creative Economy Development Through Strengthening MSMEs Based on Digital Marketing in Purwakarta

Abstract

The development of science and technology has brought many changes in all aspects of life, one of which is affected by these changes, namely the business aspect. The application of digital marketing to MSMEs can have a positive impact on the development of the creative economy in Purwakarta. This research also identifies several key factors that influence the success of implementing digital marketing in MSMEs in Purwakarta. These factors include the digital skills of MSME owners, consumer understanding of technology, and government support in creating an environment that supports the development of the creative economy. In the discussion, this research uses qualitative method with triangulation data processing techniques to sharpen and strengthen findings by using results from literature studies. The research results show that the application of digital marketing to MSMEs can have a positive impact on the development of the creative economy in Purwakarta. Through in-depth interviews with MSME owners, it was found that the use of digital technology such as social media, websites and mobile applications have helped MSMEs expand markets, increase product visibility, and strengthen relationships with customers. Apart from that, through participant observations, In the discussion, this research uses qualitative method with triangulation data processing techniques to sharpen and strengthen the findings. By using the results of the literature study, there was conformity and consistency in the findings that support the development of the creative economy through the application of digital marketing to MSMEs in Purwakarta.