Financial performance analysis using the ratio analysis method is very effective for knowing the finances of a company or business, which includes both internal and external aspects. In addition, financial performance analysis functions to evaluate the financial condition of the company, which aims to make a decision on a financial problem that occurs. So that there will be improvements in financial performance in the future period. This study uses a quantitative method, focusing on the company's financial performance. The types and sources of data used are secondary data in the form of balance sheets, profit and loss statements, and data needed from 2022-2024, the data is taken from UMKM or Family Camp Outdoor businesses. UMKM located in the West Bandung Regency area is engaged in the field of outdoor equipment rental services for those who have a hobby of being active or adventuring in nature. Researchers will analyze the financial performance of this business using the ratio analysis method. The analysis used is a quantitative analysis consisting of liquidity ratios, solvency ratios, and profitability ratios. Based on the research, the research results obtained from UMKM or Family Camp Outdoor businesses have good performance. This is proven quite well using the liquidity ratio, solvency ratio and profitability ratio which results in increasing financial performance every year. The financial performance results of the Family Camp Outdoor UMKM can be said to be very good.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy but still face numerous challenges in enhancing their competitiveness in the digital era. Digital marketing serves as a key strategy in expanding market reach and improving promotional efficiency. This study aims to explore the role of digital marketing in supporting MSME growth through a case study of the Merdeka Belajar Kampus Merdeka (MBKM) program implemented in Sukamaju Village, Majalaya District, Bandung Regency. This research employs a qualitative approach, utilizing observations and interviews with MSME actors who participated in digital marketing training. The activities included socialization, seminars, and direct mentoring on utilizing social media, marketplaces, and engaging promotional content creation. The findings reveal that the digital marketing training program positively impacted the understanding and skills of MSME actors in leveraging digital technology. A total of 27 seminar participants expressed high interest in implementing digital marketing strategies in their businesses. Additionally, direct mentoring helped MSME actors formulate more effective promotional strategies.