Development Strategy of MSMEs Through Digital Marketing On Sumba Island, East Nusa Tenggara

Abstract

Despite their crucial role in the Indonesian economy, Sumba Island's MSMEs must catch up in digital marketing, relying heavily on traditional methods like physical storefronts. This qualitative research study reveals limited adoption of digital tools due to lack of awareness, perceived technical difficulty, and poor internet access. To bridge this digital divide and enhance their resilience, the government should prioritize ongoing digital marketing education and training programs through the Office of Cooperatives and MSMEs, empowering Sumba's MSMEs to navigate the digital landscape and unlock their growth potential.