Analysis of comparation optimization towards Kedirimenjual.com website to increase brand awareness of sme products in Kediri district

Kedirimenjual.com is a media in the form of a website created through a series of plans by the government of Kediri Regency with the aim of facilitating Micro, Small and Medium Enterprises (UMKM) to market their products. The more massive and rampant use of digital marketing to market various products as the implications of the industrial revolution 4.0 which is increasingly being widely disseminated, the development of kedirimenjual.com still does not show the desired expectations. Based on the identification of problems, there are several aspects that need to be addressed to optimize the website, including website specifications, human resource management of the website, and MSMEs (UMKM) that market their products. Industry principle 4.0 achieving the objectives of marketing activities is the synergy of all the basic elements of marketing activities that are oriented towards the running of the organizational system, transparency, effectiveness and customer satisfaction. This research used a qualitative approach in descriptive form using comparative data analysis methods. The results of the study were obtained by using a comparative analysis method that required improvement and addition of features and capabilities on the web site kedirimenjual.com so that it can function optimally.