OPTIMIZATION OF DIGITAL MARKETING IN ENHANCING THE COMPETITIVENESS OF CULINARY MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN PALANGKA RAYA CITY

Abstract

This study examines how the optimization of digital marketing enhances the competitiveness of culinary Micro, Small, and Medium Enterprises (MSMEs) in Palangka Raya City. The research aims to identify digital marketing practices that contribute to expanding market reach, strengthening product visibility, and improving competitive positioning among culinary MSMEs. This study employs a Systematic Literature Review (SLR) approach that synthesizes previous research and relevant literature related to digital marketing implementation, MSME development, and business competitiveness. The analysis indicates that effective utilization of digital platforms such as social media, online marketplaces, and content-based promotional strategies supports culinary MSMEs in increasing customer engagement and reaching broader market segments. The findings further show that competitiveness improves when digital marketing is supported by consistent content creation, product differentiation, and responsiveness to changing consumer behavior in digital environments. Overall, the study highlights that optimizing digital marketing plays a vital role in enhancing the competitiveness of culinary MSMEs in Palangka Raya City and serves as a conceptual foundation for further empirical studies on digital transformation within local business ecosystems.