PELATIHAN MEMBANGUN EKONOMI KREATIF MENGGUNAKAN DIGITAL MARKETING PADA UMKM SENTRA INDUSTRI TAHU PEKON GADING REJO

The industrial world in rural areas is usually industry in the agricultural and food sectors. Pekon Gading Rejo, Pringsewu Regency is one of the areas that has an industry in the food sector made from soybeans, namely tofu. Various challenges and problems often arise in developing a business in the digital era. The challenges that must be faced are the lack of knowledge of UMKM actors regarding media that can be used to disseminate information and promotions, as well as UMKM actors not being able to utilize Information System technology as a marketing medium for UMKM products. This activity aims to provide training and increase knowledge about technological developments and information systems to tofu factory UMKM and to be able to utilize information technology, especially using websites as a medium to facilitate promotions and the buying and selling transaction process. This training activity is included in qualitative research. The steps taken are to approach the relevant parties so that the activities carried out achieve the goals and are on target. From the results of the activity, it can be concluded that the use of digital marketing technology in Tofu Factory UMKM is a strategic step for business growth and sustainability because it can expand promotional and sales areas. The Bu Lis Tofu Manufacturing Factory UMKM can develop appropriate strategies to overcome challenges related to the use of digital technology in its marketing context. In this way, tofu factories can increase the company's competitiveness, reach a wider target market, and improve business performance.