STRATEGI PEMASARAN DIGITAL UMKM KULINER DI ERA MEDIA SOSIAL

Muhamad Hakim - Universitas Esa Unggul
Khoiruddin Abdillah - Universitas Esa Unggul
Gabriel Sitinjak - Universitas Esa Unggul
Ari Prasetyoningtyas - Universitas Esa Unggul

Abstract


The rapid development of digital technology has transformed the marketing landscape for Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector. Social media has become not only a communication platform but also a strategic tool for building brand identity, expanding market reach, and strengthening customer relationships. This article aims to analyze digital marketing strategies that can be applied by culinary MSMEs in the social media era through literature review and conceptual analysis. The results of this study indicate several relevant strategies, namely brand identity and storytelling, creating creative and interactive content, collaboration with influencers, enhancing customer engagement, and utilizing paid advertising. Nevertheless, culinary MSMEs still face several challenges, such as limited digital literacy, restricted promotional budgets, and intense market competition. On the other hand, significant opportunities are offered through short-video content trends, the optimization of WhatsApp Business, and the use of analytics tools for evaluating marketing performance. With the implementation of appropriate and consistent digital marketing strategies, culinary MSMEs have the potential to increase competitiveness, expand their markets, and establish long-term relationships with customers.

ABSTRAK

Perkembangan teknologi digital telah mengubah lanskap pemasaran bagi Usaha Mikro, Kecil, dan Menengah (UMKM), khususnya sektor kuliner. Media sosial tidak hanya menjadi sarana komunikasi, tetapi juga instrumen strategis untuk membangun merek, meningkatkan jangkauan pasar, dan memperkuat hubungan dengan konsumen. Artikel ini bertujuan untuk menganalisis strategi pemasaran digital yang dapat diterapkan UMKM kuliner di era media sosial melalui kajian literatur dan pendekatan konseptual. Hasil kajian menunjukkan bahwa terdapat beberapa strategi kunci yang relevan, yaitu pembangunan identitas merek dan storytelling, penciptaan konten kreatif dan interaktif, kolaborasi dengan influencer, peningkatan keterlibatan konsumen (customer engagement), serta pemanfaatan iklan berbayar. Meskipun demikian, UMKM masih menghadapi hambatan berupa keterbatasan literasi digital, modal promosi, dan persaingan pasar yang ketat. Di sisi lain, peluang besar terbuka melalui tren video pendek, optimalisasi WhatsApp Business, serta pemanfaatan data analitik untuk evaluasi strategi. Dengan penerapan strategi pemasaran digital yang tepat dan konsisten, UMKM kuliner berpotensi meningkatkan daya saing, memperluas pasar, serta menciptakan hubungan jangka panjang dengan konsumen.


Keywords


MSMEs Culinary Marketing Strategy Digital Marketing Social Media / UMKM Kuliner Strategi Pemasaran Digital Marketing Media sosial

Full Text:

PDF

References


APJII. (2024). Profil Internet Indonesia 2024. https://survei.apjii.or.id/

Aswin, U. R., Gustina, L., & Dianti, M. R. (2023). Digitalisasi marketing sebagai strategi dalam meningkatkan penjualan UMKM kuliner di Cafe Uniang pasca pandemi Covid-19: GOFOOD dan SHOPEEFOOD. Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat, 2(2), 42–47. https://doi.org/10.47233/jpmittc.v2i2.1042

Google. (n.d.-a). About conversion values. https://support.google.com/google-ads/answer/13064207

Google. (n.d.-b). About Target ROAS bidding. https://support.google.com/google-ads/answer/6268637

Google. (n.d.-c). Clickthrough rate (CTR): Definition. https://support.google.com/google-ads/answer/2615875

Google. (n.d.-d). Conversion rate: Definition. https://support.google.com/google-ads/answer/2684489

Google. (n.d.-e). Understand your conversion tracking data. https://support.google.com/google-ads/answer/6270625

Hadiani, D., & Purnama, R. (2025). Analisis digital marketing berbasis marketplace dalam meningkatkan penjualan pada usaha mikro kecil menengah (UMKM) kuliner melalui pendekatan interaktif di Kota Banjar. Business UHO: Jurnal Administrasi Bisnis, 10(1), 1–10. https://bussines.uho.ac.id/index.php/journal/article/view/50

Khairunisa, A. N., & Misidawati, D. N. (2024). Pemanfaatan digital marketing dalam meningkatkan penjualan produk UMKM di Indonesia. Sahmiyya: Jurnal Ekonomi dan Bisnis, 3(1), 184–190. https://e-journal.uingusdur.ac.id/sahmiyya/article/view/7639

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lukiya, T., & Lestari, S. (2024). Analisis digital marketing terhadap pengembangan daya saing UMKM kuliner. Journal of Economics Science, 10(2), 38–47. https://jurnal.uui.ac.id/index.php/jecs/article/view/4580

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Meta. (n.d.-a). About Instagram Insights. https://www.facebook.com/business/help/788388387972460

Meta. (n.d.-b). Instagram Reach. https://business.facebook.com/business/help/665980910626369

Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372. BMJ Publishing Group. https://doi.org/10.1136/bmj.n71

Regina, T., Sugiyono, & Hendriyani, M. (2025). Strategi pemasaran digital untuk meningkatkan penjualan UMKM sektor kuliner. Jurnal Ilmiah Manajemen, Organisasi dan Bisnis, 14. https://ejurnal.swadharma.ac.id/index.php/kompleksitas/article/view/660

Roqybah, L., Yuniansyah, I. F., Rizki, A. M., Rokhmaturrizqiyah, F., Zain, B., Muhamad, D. F., Kurniawan, A., Salsabila, A. R., Pramitha, A. S., & Insiyah, M. (2025). Strategi digital marketing untuk UMKM: Meningkatkan daya saing di pasar lokal melalui media sosial. Jurnal Organisasi dan Manajemen Indonesia, 3(1), 41–50. https://ejournal.mediapenamandiri.com/index.php/jomi/article/view/89

Saerang, R. T. (2020). Analisis pemanfaatan media sosial dalam peningkatan daya saing UMKM (Food & Beverage) di Kota Manado. Jurnal EMBA, 8(4), 1172–1181. https://doi.org/10.35794/emba.v8i4.31588

Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021(3), 267–292. https://doi.org/10.1007/s43039-021-00035-8

Tuten, T. L. (2021). Social media marketing (4th ed.). SAGE Publications Ltd.

Wibowo, A., Yuliyanti, M. S., Suryani, F., Maghfiroh, S., Astria, W., Arianto, N., & Sudaryana, Y. (2025). Strategi pemasaran produk kuliner di era digital pada UMKM pasar tradisional dan pusat kuliner di Kecamatan Kalideres, Kota Jakarta Barat. Abdi Laksana: Jurnal Pengabdian Kepada Masyarakat, 6(2), 300–307. https://openjournal.unpam.ac.id/index.php/JAL/article/view/48248/23500




DOI: https://doi.org/10.59818/jpm.v5i5.2058

Citation Format:

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.