PERENCANAAN STRATEGI DIGITAL MARKETING PADA SENTRA UMKM PRATISTHA HARSA

The rapid development of the internet has resulted in changes in all sectors, including marketing. The UMKM Center Pratistha Harsa, which is the center for selling UMKM products and handicrafts in Banyumas Regency, has begun to follow the change from traditional to modern marketing. Where the promotion and marketing process that runs utilizes the internet and technology in the form of social media. The UMKM Center Pratistha Harsa utilizes social media in the form of Instagram, Facebook, WhatsApp and E-Commerce. Therefore, it is necessary to have special and mature strategic planning so that the company's business processes can run effectively and in accordance with the predetermined target market. Therefore, this study aims to explain how digital marketing strategy planning helps improve competitiveness in the Pratistha Harsa UMKM Center so that they can compete with similar companies that already exist and new competitors. Prior to that, the researcher used several data collection methods, namely observation, interviews, questionnaires, and literature studies. With several research methods such as SWOT, VPC, CFF, STP and Digital Marketing. The results obtained from this study are digital marketing strategies for the Purwokerto UMKM Center.