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All Journal PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial
Asriyani Sagiyanto
Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika
Humanities Economics, Econometrics & Finance Social Sciences

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Analisis Strategi Digital Marketing dalam Brand Awareness Kuliner UMKM di Jawa Barat (Studi Kasus Kota Bandung) Heri Napitupulu; Asriyani Sagiyanto; Wandi Kurniadi; Arus Reka Prasetia; Raden Minda Kusumah
Paraduta : Jurnal Ekonomi dan Ilmu-Ilmu Sosial Vol 4 No 3 (2026): Oktober
Publisher : Universitas Madako Tolitoli

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56630/paraduta.v4i3.1764

Abstract

This study aims to analyse the digital marketing strategies implemented by culinary Micro, Small, and Medium Enterprises (MSMEs) in Bandung City to build brand awareness amid increasingly competitive markets. Low digital literacy among culinary MSME actors remains a major obstacle in optimising social media as a marketing tool (Naldi et al, 2022). This study employs a descriptive qualitative approach with a case study method on five culinary MSMEs in Bandung City, using in-depth interviews, observation, and documentation. The results show that consistently implemented digital marketing strategies, social media content, micro-influencer collaboration, optimisation of food-delivery platforms, and paid advertising, significantly increased brand awareness, reflected in the growth of followers, engagement, and sales across the five MSMEs studied. This finding is consistent with Suryani et al. (2021), who found that social media quality affects brand image through the mediation of brand awareness. This study recommends continuous mentoring for culinary MSME actors so that digital marketing strategies can be implemented in a measurable and sustainable manner.
Co-Authors Arus Reka Prasetia Heri Napitupulu Raden Minda Kusumah Wandi Kurniadi