Transformasi Model Bisnis UMKM Kuliner: Perencanaan dan Perancangan Strategi Pemasaran pada UMKM Tami Kue dan Roti
DOI:
https://doi.org/10.63822/1na0fs12Keywords:
digital transformation, culinary SMEs, brand positioning, social media marketing, digital marketingAbstract
This research explores the digital marketing challenges of the culinary SME “Tami Kue dan Roti” in Indonesia. Using a qualitative 5W1H approach, field observations, in-depth interviews, and SWOT analysis, the study identifies three main issues: reliance on pre-order sales, low-quality Instagram content, and the lack of a customer loyalty program. Despite strengths like customizable products and a good follower base, limited resources and low technology adoption hinder growth .The research recommends integrated digital marketing strategies: improving Instagram visuals, creating a loyalty program via WhatsApp Business, reinforcing “homemade” brand positioning, expanding distribution through campus consignment and e-commerce, and leveraging word-of-mouth marketing. This omnichannel approach aims to boost brand awareness, expand market reach, and stabilize sales. The proposed framework provides practical guidance for small-scale culinary SMEs in Indonesia, blending digital marketing tactics with cultural context and customer loyalty strategies.
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Copyright (c) 2025 Fakhry Kayungyun Ramdhani, Romi Gavra Anugrah, Collyn Powell Siahaan, Muhammad Fauzan Syamsuddin, Ahmad Zacky, Roofi’ Briyan Perkasa, Alment Karunia Sundoyo, Ibrahim Rizqy Rafael (Author)
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