PERAN MEDIA DIGITAL DALAM MENINGKATKAN PENJUALAN UMKM KULINER DI KECAMATAN DUKUH PAKIS SURABAYA
The Role of Digital Marketing in Boosting Sales for Culinary MSMEs in the Dukuh Pakis Subdistrict of Surabaya
DOI:
https://doi.org/10.54964/manajemenusni.v12i1.765Keywords:
Digital Media, Culinary MSMEs, Sales Improvement, Digital Marketing, Marketing StrategyAbstract
Digital technology development has brought changes in marketing strategies, including the culinary Micro, Small, and Medium Enterprises (MSMEs) sector, which is required to adapt to changes in consumer behavior. This study aims to analyze the role of digital media in increasing sales of culinary MSMEs in Dukuh Pakis District, Surabaya, and to identify obstacles in its utilization. The theoretical review covers MSMEs, digital media, digital marketing, and sales improvement. This study employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation involving culinary MSME owners and consumers in Dukuh Pakis District, Surabaya. Data analysis consisted of data reduction, data presentation, and conclusion drawing, with data validity ensured through triangulation. The results show that digital media plays an important role in increasing sales by expanding market reach, increasing product awareness, facilitating communication with consumers, and increasing transactions through Instagram, TikTok, WhatsApp, GoFood, GrabFood, and ShopeeFood. Content strategies, digital promotions, and the utilization of social media trends help attract consumer interest. The obstacles include limited content creation skills, inconsistent digital media management, and competition on online platforms. Effective use of digital media can increase the competitiveness and sales of culinary MSMEs.
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