Optimalisasi Digital Marketing dan Pengembangan Bisnis dalam Mendukung Digitalisasi UMKM melalui Program Magang

Abstrak

The development of information technology encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt through digitalization in order to maintain competitiveness amid changing market dynamics and consumer behavior. This article aims to describe the implementation of an internship program at the Department of Communication, Informatics, and Statistics of Pasuruan City by utilizing Radio Gema Suropati (Ramapati) as a public information medium and a promotional tool for MSMEs. This study used a qualitative descriptive method through observation, interviews, documentation, literature review, and digital media analysis. The internship activities included MSME assistance, promotional needs analysis, digital content development, business identity strengthening, podcast utilization, and data-based content evaluation. The results show that Instagram, TikTok, YouTube, and podcasts help expand product information reach, increase brand awareness, and support MSME digital transformation. In addition, the application of data mining and machine learning to YouTube content from Pojok UMKM provides insights into content performance as a basis for developing more effective digital communication strategies. This internship program provides practical experience for students while contributing to strengthening MSME digital capacity through collaboration with government institutions.