Implementation of Digital Marketing Strategy in Strengthening Ngijabule MSME Branding

This study analyzes the potential of digital marketing for MSME Ngijabule in Surabaya, focusing on strategies to improve competitiveness in a competitive culinary market. Based on a SWOT analysis, MSME Ngijabule has strengths such as product variety, affordable pricing, and rapid expansion, but also faces weaknesses such as slow service and underutilized social media. By leveraging digital opportunities, such as influencer marketing and online promotions, and confronting the threat of intense competition, a more consistent digital marketing strategy can help MSME Ngijabule grow and enhance its competitiveness sustainably.