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p-Index From 2021 - 2026
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All Journal Economics, Business, Management, & Accounting Journal
Wahya Iffa Lubis
Universitas Graha Karya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategi Pemasaran UMKM Pempek Noy dalam Meningkatkan Daya Saing di Era Digital Yosi Fahdillah; Mira Gustiana Pangestu; Wahya Iffa Lubis
Ebisma (Economics, Business, Management, & Accounting Journal) Vol. 6 No. 2 (2026): Economics, Business, Management, & Accounting Journal (Ebisma)
Publisher : Haka Vyza Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61083/ebisma.v6i2.120

Abstract

Times This study aims to explore the marketing strategies implemented by the Pempek Noy MSME in enhancing its competitiveness in the digital era. Using a qualitative approach, this research focuses on understanding how the business adapts to digital transformation through various marketing practices. Data were collected through in-depth interviews, direct observation, and documentation involving the business owner and related stakeholders. The findings reveal that Pempek Noy applies a combination of conventional and digital marketing strategies, including the utilization of social media platforms, online marketplaces, and content-based promotion to reach a wider customer base. In addition, entrepreneurial characteristics such as innovation, risk-taking, and adaptability play a crucial role in supporting marketing effectiveness. The study also highlights that maintaining product quality, strengthening customer relationships, and leveraging digital platforms are key factors in sustaining competitive advantage. This research contributes to the understanding of how MSMEs can optimize marketing strategies in the digital era and provides practical insights for small businesses in the culinary sector to improve their competitiveness.
Co-Authors Mira Gustiana Pangestu Yosi Fahdillah