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p-Index From 2021 - 2026
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All Journal Business, Entrepreneurship, and Management Journal
Rusni Azhary Safitri
Universitas Mulia
Economics, Econometrics & Finance

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MARKETING STRATEGIES IN IMPROVING THE PERFORMANCE OF CULINARY MSMES: A SYSTEMATIC LITERATURE REVIEW Liva Maulidya; Rusni Azhary Safitri; Putri Amelia; Elda Riska
BEMJ: Business, Entrepreneurship, and Management Journal Vol. 5 No. 1 (2026)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v5i1.1939

Abstract

Abstract This study examines the role of marketing strategies in improving the performance of culinary MSMEs using a Systematic Literature Review approach. Scientific publications from 2020–2025 were collected through Publish or Perish and Google Scholar and analyzed using bibliometric methods and TF-IDF–based text mining. The findings indicate that marketing strategies, particularly digital marketing, marketing innovation, and market orientation, significantly enhance MSME competitiveness and performance. However, research linking marketing strategies to long-term business sustainability remains limited. This study provides a conceptual foundation for developing adaptive and sustainable marketing strategies for culinary MSMEs. Keywords: Marketing Strategy, Culinary MSMEs, MSME Performance, Digital Marketing, Systematic Literature Review
Co-Authors Elda Riska Liva Maulidya Putri Amelia