PEMBERDAYAAN UMKM KOTA BATAM MELALUI DIGITALISASI PEMASARAN E-COMMERCE UNTUK PERTUMBUHAN EKONOMI

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving economic growth, particularly in
Batam City, which serves as a key trade and industrial hub. Despite their potential, many MSMEs struggle with
market expansion due to limited access and knowledge of digital marketing. This study aims to examine
empowerment strategies for MSMEs through the digitalization of e-commerce marketing to enhance their
competitiveness and economic contribution. The approach includes structured training, mentoring, and technical
assistance to help MSMEs leverage e-commerce platforms, social media, and digital marketing techniques
effectively. The training is conducted both in-person and online to ensure broad participation and maximize
learning outcomes. Through this initiative, MSMEs are equipped with essential digital skills that enable them to
reach a wider customer base, streamline operations, and boost revenue. Findings from this study indicate that
digitalizing e-commerce marketing significantly enhances MSME visibility, operational efficiency, and financial
performance. Key success factors include improving digital literacy among business owners, increasing
government support, and fostering collaborations with e-commerce platforms. Addressing these factors ensures
that MSMEs can successfully integrate into the digital economy and remain competitive in an increasingly
technology-driven market. A sustainable digital transformation strategy is essential, emphasizing continuous
digital skill development, access to necessary technological resources, and the establishment of a robust business
ecosystem. By adopting e-commerce and digital marketing solutions, MSMEs in Batam City are expected to be
more adaptable to market trends, strengthen their business competitiveness, and make a greater contribution to
regional economic growth.