Jumas : Jurnal Masyarakat e-ISSN : 2809-8676 Volume 04 | Nomor 02 |2025 Halaman : 12-17 12 Pentingnya Strategi Pemasaran bagi Pelaku UMKM di Wilayah Kabupaten Bantul Provinsi DIY Niken Widyastuti 1 , Bambang Sugeng Dwiyanto 2 , Nuralam 3 , Jemadi 4 , Sri Ekanti Sabardini 5 Universitas Proklamasi 45 1,2,3,4 , STIM YKPN Yogyakarta 5 ARTICLE INFO ABSTRACT The purpose of this community service is to provide an understanding of the importance of marketing strategies both offline (conventional) and online. Partners in this community service are MSME actors in Bantul Regency, DIY Province. MSMEs have become a crucial business and have contributed greatly to creating jobs, proven to be able to absorb labor. Therefore, MSME actors need an understanding, insight and marketing strategy skills for the progress of MSMEs. So that later MSME actors in Bantul Regency will be able to improve their ability to determine marketing strategies or add skills to determine marketing strategy steps optimally in the future. The current community service method has been implemented in two ways, namely lecture and training methods. The results of this community service activity can improve the abilities or skills of MSME actors in Bantul Regency. It is hoped that after the community service activity, MSME actors in Bantul Regency will be able to increase sales or increase profits because they have realized the importance of marketing strategies, and can also utilize marketing strategies optimally. The results of the activity stated that the participants were very enthusiastic and paid attention to all series of events, both during the material training and practice. Keywords: Marketing Strategy, MSME Entrepreneurs ©2025 Published by Cattleya Darmaya Fortuna Corresponding authors: Niken Widyastuti Universitas Proklamasi 45 Email: widyastutiniken@up45.ac.id PENDAHULUAN Persaingan pasar yang semakin ketat mengakibatkan banyaknya pelaku usaha yang menawarkan produk serupa dengan kualitas dan harga yang terus bersaing. Situasi ini mendorong pelaku usaha (bisnis) untuk terus berinovasi dalam meningkatkan strategi pemasaran [1] supaya tetap mampu mencapai target tujuan bisnis [2] dan mempertahankan konsumen agar usaha terus berkembang [3]. Pemasaran menjadi hal yang menuntut peranan penting dalam penggunaan strategi pemasaran dengan tepat sasaran [4]. Strategi ini merupakan rencana besar dan penting untuk keberlangsungan bisnis. Setiap usaha yang pengelolaannya secara tepat pasti telah memiliki strategi, meskipun tidak dinyatakan secara eksplisit. Pada dasar sebenarnya, perusahaan pasti menentukan strategi dengan