Pemberdayaan UMKM Berbasis Digital Marketing untuk Meningkatkan Daya Saing Produk Lokal

Digital marketing is increasingly decisive for micro, small, and medium enterprises (MSMEs/UMKM) to improve market access and product competitiveness. In Indonesia, the large number of internet users and the growth of e-commerce create significant opportunities, yet many local-product MSMEs still face barriers in digital capability, content quality, platform onboarding, and digital security. This library research synthesizes official statistics, policy documents, and reputable institutional reports to map the Indonesian context and formulate a practical empowerment framework for MSMEs through digital marketing. Using thematic content analysis, the study identifies key levers of empowerment: (1) readiness assessment; (2) branding and product positioning; (3) marketplace and social commerce activation; (4) content and performance advertising; (5) customer relationship management; and (6) digital security and compliance. The paper proposes a staged mentoring model that can be adopted in community service programs and local government initiatives to enhance MSME competitiveness sustainably