Tantangan Pemasaran UMKM Kerupuk Opak Singkong di Era Digital di Desa Kedungkudi Trawas Mojokerto

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in sustaining local economies and preserving traditional food products. However, the growth of digital technology creates both opportunities and challenges for businesses that continue to rely on conventional marketing. This study examines the marketing challenges experienced by cassava opak cracker MSMEs in Kedungkudi Village, Mojokerto, focusing on promotional practices, customer reach, and the use of digital channels. The study uses a descriptive qualitative approach with a case study design. Data were collected through interviews with business owners and direct observation of their marketing practices. The findings indicate that product promotion primarily relies on direct selling and customers in the surrounding community, while social media and other digital platforms have not been used optimally. These conditions may limit product visibility beyond existing customer networks. The study highlights the importance of developing marketing channels gradually, according to business owners’ needs and capabilities, while retaining direct selling as a complementary strategy. Further conclusions about specific barriers require confirmation through complete interview data.