Digitalization of Traditional Products to Optimize Market Opportunities: Challenges and Strategies of Rengginonk MSMEs

This study analyzes the impact of digitalization on market opportunities and marketing strategies of traditional products in Rengginonk MSMEs, rangginang producers in Subang Regency. Despite facing challenges related to digitalization, including limited technological knowledge and marketing constraints on social media, the sales volume of Rengginonk products continues to increase significantly. Using qualitative and quantitative approaches in analyzing sales volume, this study aims to identify market opportunities faced by Rengginonk MSMEs, understand the challenges of digitalization in traditional product marketing, and suggest marketing strategies that can be implemented to increase sales. The results of the analysis show that the right marketing strategy and the use of digital platforms can help overcome existing obstacles, although technological limitations are still a challenge.