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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Melanie Putri
Universitas Negeri Medan
Economics, Econometrics & Finance Other

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Analisis Strategi Pemasaran Digital pada UMKM Kuliner Nasi Cakalang Bu Sri di Medan Rahel Adilia Duha; Elsri Nurtin Gulo; Nazli Aulia Rizky; Devina Keysha; Lidya P. Pangaribuan; Melanie Putri; Windah J.P Sitompul; Hendra Saputra
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v6i2.2185

Abstract

This study aims to analyze the marketing strategy of the UMKM culinary business Nasi Cakalang Bu Sri in North Sumatra. The main problem addressed is how the business adapts to market competition and utilizes marketing strategies, particularly digital marketing, to enhance competitiveness. The research method used is a qualitative descriptive approach with data collection techniques including observation, interviews, and questionnaires involving consumers and business actors. The results show that the marketing strategy mainly focuses on product quality, strategic location, and promotion through social media. The primary factor influencing consumer purchasing decisions is product taste, followed by price and promotion. However, there are still weaknesses in digital promotion and branding that have not been optimized. Therefore, strengthening marketing strategies through digital marketing, product innovation, and improved promotional quality is necessary to increase competitiveness and expand market share.
Co-Authors Devina Keysha Elsri Nurtin Gulo Hendra Saputra Lidya P. Pangaribuan Nazli Aulia Rizky Rahel Adilia Duha Windah J.P Sitompul