DIGITAL SULUTION SEBAGAI STRATEGI DALAM MENGHADAPI PERMASALAHAN PEMASARAN PRODUK UMKM DI ERA VUCA PADA KELOMPOK PKK DESA SIDOREJO

Abstract

The COVID-19 pandemic has brought significant changes to human behavior and lifestyle, including environmental changes known as the VUCA (Volatility, Uncertainly, Complexity, Ambiguity) era and digital transformation as a solution to accelerate economic recovery. This era caused environmental conditions that were not conducive to both organizations and business actors. Therefore, society must find the right strategy to survive in this situation. The VUCA prime principle (Vision, Understanding, Clarity, Agility) is one of the principles that can be applied to overcome this situation, especially for UMKM business actors to increase product sales. This article uses digital solutions as a solution to overcome UMKM problems, especially in the fields of marketing and visual communication design. As part of digital transformation, the application of digital solutions is expected to increase selling value and reach a wider market.