Development of A Digital Marketing Model to Enhance The Competitiveness of MSME’s Owned by People with Disabilities in Denpasar City

In the era of globalization, economic development necessitates adaptation to technological advancements and the enhancement of quality and capabilities, particularly towards digitalization. Furthermore, the COVID-19 pandemic has accelerated the demand for digital transformation and technology adoption, especially in the realm of marketing, which has shifted towards digital platforms. This transition has impacted Micro, Small, and Medium Enterprises (MSMEs), urging them to market their products digitally and leverage the benefits of on going developments. The progression of digitalization presents an opportunity for MSMEs to engage in marketing processes without limitations. However, amidst the rapid digital evolution for MSMEs to adapt to the digital world, there is a risk of certain groups being left behind, including people with disabilities. They struggle with limited access to technology and possess significantly different knowledge in business management compared to the general population, especially concerning product marketing. Consequently, they must compete to market their products effectively and attract customers. The presence of digital marketing models for MSMEs owned by people with disabilities is expected to enhance their competitiveness in the digital era. Currently, there is limited information availability regarding products from MSMEs run by people with disabilities in Denpasar, making them relatively unknown to the public. Ultimately, Politeknik Negeri Bali, as a vocational institution, can effectively engage in digital business-related endeavors to address local issues. Therefore, this research aims to develop a marketing model to enhance the competitiveness of MSMEs owned by people with disabilities in Denpasar.