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All Journal Jurnal Manajemen USNI
Aura Sifa Mujahidah
Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering

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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 Aura Sifa Mujahidah; Is Fadhillah; Rini Novianti
Jurnal Manajemen Vol 12 No 1 (2026): Jurnal Manajemen USNI-Volume 12 No 1 Agustus 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Satya Negara Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54964/manajemenusni.v12i1.765

Abstract

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.
Co-Authors Is Fadhillah Rini Novianti