This research was conducted at the Kedai Cokelat Klasik which is a business engaged in the culinary business sector as the object of research. The purpose of this study is to identify and analyze the marketing mix strategy implemented based on the SWOT analysis by Kedai Cokelat Klasik. The results of the SWOT analysis method are used as the basis for determining the marketing mix strategy that can be carried out by Kedai Cokelat Klasik. The research method used is a qualitative type with descriptive analysis which refers to the concept of the 4P marketing mix, namely Product, Price, Place and Promotion. Data collection techniques were carried out by means of in-depth interviews, participatory observation and field research. The analytical method used is the SWOT analysis method with the stages of compiling the IFAS and EFAS matrices, determining the SWOT quadrant and SWOT matrix. From the results of the study, it can be concluded that Kedai Cokelat Klasik is in quadrant I position. It can be concluded that the marketing mix strategy applied by SWOT analysis is an aggressive strategy, namely by maximizing its strengths to take advantage of existing opportunities.   Keywords: Marketing Mix Strategy, SWOT Analysis, IFAS Matrix, EFAS Matrix

E-commerce is a marketing system using internet network accents either through websites, mobile applications, or browsers on mobile devices or computers used to conduct business transactions, one of which is commercial transactions between organizations or between individuals.  E-Commerce has a scope that includes distribution services, marketing, buying and selling, after-sales services, and product services which are entirely carried out on electronic systems such as the internet network.  The purpose of using digital media to market MSME products for Kandangan residents is to make their reach wider and get more consumers.  This research is classified as field research, namely research conducted in the field or a certain environment.  In this study, the authors conducted a direct study to the field, namely Kandangan Village RT 1 RW 02 to obtain data on public knowledge about E-Commerce in increasing the competitiveness of MSME products and sales results during a pandemic.  The data collection method used data collection techniques with interviews, observations and documentation carried out at Mrs. Srini's house and from house to house.  The results of the use of digital media are felt, namely an increase in turnover and income from the sale of MSME products for Kandangan residentsKeywords: digital media, e-commerce, E-commerce yaitu merupakan sistem pemasaran dengan menggunakan aksen jaringan internet baik dilakukan melalui situs web, aplikasi mobile atau browser pada perangkat mobile atau komputer yang digunakan untuk melakukan transaksi bisnis, salah satunya transaksi komersial antar organisasi atau antar individual. E-Commerce ini mempunyai ruang lingkup yang mencakup layanan distribusi, marketing, jual beli, layanan purna jual dan service produk yang secara keseluruhan dilakukan pada sistem elektronika seperti jaringan internet. Tujuan penggunaan media digital untuk memasarkan produk UMKM warga Kandangan yaitu agar jangkauannya lebih luas dan memperoleh konsumen lebih banyak. Penelitian ini tergolong sebagai field research (penelitian lapangan) yaitu penelitian yang dilakukan dilapangan atau di lingkungan tertentu . Dalam penelitian ini penulis melakukan studi langsung ke lapangan yaitu Kelurahan Kandangan RT 1 RW 02 untuk memperoleh data tentang pengetahuan masyarakat tentang E-Commerce dalam meningkatkan daya saing produk UMKM dan hasil penjualan disaat pandemi. Metode pengumpulan data menggunakan teknik pengumpulan data dengan wawancara, observasi dan dokumentasi yang dilakukan di rumah Ibu Srini dan dari rumah ke rumah warga. Hasil dari penggunaan media digital sangat terasa yaitu adanya peningkatan omset dan pemasukan hasil penjualan produk UMKM warga KandanganKata Kunci : e-commerce, media digital, produk UMKM