Natural tourism empowerment construction through brand strategy based online marketplace to accelerate the development and enhancement of industrial competitiveness 4.0 in undeveloped areas of the coast of East Java

The aim of this research was to find a form of construction of natural tourism empowerment through a brand strategy based online marketplace to accelerate development and enhance the competitiveness of industry 4.0 in undeveloped areas of the coastal areas of East Java. The research sites were in 2 regency, namely Bangkalan Regency and Situbondo Regency. The analysis technique used Triangulation analysis. The conclusion of this research is that from a geographical point of view, Situbondo Regency has the potential of large and prospective natural resources to be developed as a driving force for social economic growth. Situbondo Regency has a large sea area and a fairly dense forest area. This is a very large asset of Situbondo Regency as an economic source to encourage the development of a populist economy. Online Marketplaces that are often used are Instagram, Facebook and Websites. The Situbondo Regency Brand Strategy: Situbondo Regency as a Fisherman Village and the Tourism Gateway for Baluran Forest. Bangkalan is the entrance to Madura Island that can be used as a brand strategy. The Madura Gate, the Greatness of Madura, the Future of Madura, can be taken into consideration in the preparation of City Branding.