<p><em>The presence of Covid-19 caused the Indonesian economy to collapse or a decline. According to the IMF, GDP growth in 2020 was negative 4.9%, this is a problem in Indonesia because the impact of this pandemic has hit all levels of society and all sectors affected. Therefore, optimizing the contribution of UMKM is very important in improving the Indonesian economy. The purpose of this study in general is to describe the impact of Covid-19 on UMK actors in Batu City. This type of research is a qualitative approach, with analysis techniques of literature studies related to Collaborative Governance in MSME Independence in Batu City. Furthermore, data collection in this study was carried out by tracing various sources in the form of government documents, mass media, and the results of previous relevant research. From the research results, it is known that the use of digital technology has influenced all aspects of human activities, including marketing. Digital-based marketing is used to acquire consumers, build their preferences, promote brands, maintain consumers, and increase sales which in turn increase profits. However, it must be accompanied by collaboration between the Batu City government and Batu City UMKM business actors. With the synergy between the two parties, it will build two-way communication that can raise public awareness and engagement with collaboration between the two parties. Digital-based marketing is used to acquire consumers, build their preferences, promote brands, maintain consumers, and increase sales which in turn increase profits. However, it must be accompanied by collaboration between the Batu City government and Batu City UMKM business actors. With the synergy between the two parties, it will build two-way communication that can lead to public awareness and engagement with collaboration between the two parties. Digital-based marketing is used to acquire consumers, build their preferences, promote brands, retain consumers, and increase sales which in turn increase profits. However, it must be accompanied by collaboration between the Batu City government and Batu City UMKM business actors. With the synergy between the two parties, it will build two-way communication that can lead to public awareness and engagement with collaboration between the two parties.</em></p>