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Yohana F. Cahya Palupi Meilani
Business School, Fakultas Ekonomi Dan Bisnis, Universitas Pelita Harapan, Tangerang
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Journal : Indonesian Marketing Journal

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PENGEMBANGAN PRODUKSI DAN DIGITALISASI PEMASARAN BAGI UMKM DI SEKTOR KULINER COOKED BY ANNISA (HASIL LUARAN PKM) [PRODUCTION DEVELOPMENT AND MARKETING DIGITALIZATION FOR UMKM IN THE CULINARY SECTOR COOKED BY ANNISA (PKM OUTPUT RESULTS)] Wuisan, Dewi; Yohana F. Cahya Palupi Meilani; Anindhira Shinta; Alexandra Felicia Tanawa; Mega Irene Agustina; Niputu Evelyna Devi Ariana; Puan Maharani; Shaquila Salsabil
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9677

Abstract

Cooked by Annisa" is a home-based culinary business established in 2020, focusing on offering high-quality food products such as pastries and Japanese specialties. The business faces several challenges, including limited production capacity, restricted market access, and a shortage of human and financial resources. This article outlines proposed solutions to address these issues through digital marketing strategies, a pre-order and pick-up point system, new product development, operational enhancements, and the adoption of digital technologies. These initiatives aim to boost competitiveness, expand market reach, and transform the business into a sustainable and adaptive MSME in the global food sector. The article also presents risk analysis, and key lessons learned in managing a digitally driven and innovative-focused small enterprise. Abstrak Bahasa Indonesia: Cooked by Annisa" adalah usaha kuliner rumahan yang berdiri sejak tahun 2020 dan berfokus pada penyediaan produk makanan berkualitas, seperti pastry dan hidangan khas Jepang. Dalam perjalanannya, usaha ini menghadapi tantangan seperti keterbatasan kapasitas produksi, akses pasar yang terbatas, serta minimnya sumber daya manusia dan pembiayaan. Artikel ini membahas solusi yang diusulkan untuk mengatasi tantangan tersebut melalui strategi pemasaran digital, sistem pre-order dan pick-up point, pengembangan produk baru, serta peningkatan operasional dan adopsi teknologi digital. Dengan pendekatan ini, diharapkan usaha dapat meningkatkan daya saing, memperluas pasar, dan bertransformasi menjadi UMKM kuliner yang berkelanjutan dan adaptif terhadap perubahan pasar global. Artikel ini juga menganalisis risiko dan pelajaran yang dipetik dalam pengelolaan usaha kecil berbasis digital dan inovasi.
Co-Authors Albert Surya Wanasida Alexandra Felicia Tanawa Ambarita, Erika Andi Muhammad Sabilillah Tahir Angelina, Inez Angelina, Sylvia Anggarian, Inga Anindhira Shinta Ardi Ardi Ardi Ardi Ardi Ardi Arya Ganesha Sutantio Astawa, Gregorius Adista Enrico Berlianto, Margaretha Pink Canoy, Jr., Leonardo M. Chelsia Ernes Christine Febriana Sitorus Cornelius Danu Kurniawan Daniel Ong Kim Kui Dennison Laurensius Mulya Elvitriana Intan Novita Erric Raymond Tatimu Erric Raymond Tatimu Evita Charolina Ginting Faiza Husnayeni Nahar Fetty Asmaniati Gabriela Lintang Cristandy Gitarja, Widasari Sri Hadi Cahyadi Haifa Aghnia hanifah hanifah Hans Christian O Harianto, Teh Hendri Eka Jaya Putra Ian Nurpatria Suryawan Ian Nurpatria Suryawan Inez Angelina Innocentius Bernarto, Innocentius Iwan Setiawan Jeremy Jovanie Owen Karina Natalie Kuntjoro Khairunisa, Caesilia Lala Palupi Santyaputri, Lala Palupi Leonardo M. Canoy, Jr Manalu, Della Edelweiss Maria, Hesti Marsaka, Martinus Maudy Mega Irene Agustina Meranga, Isana S.C Myrza Rahmanita Nagan, Natalia Niputu Evelyna Devi Ariana Nurbaeti Nurbaeti Oki Hermawati Panjaitan, Andry M. Pramono, Rudy Puan Maharani Putrapandowo, Habie Purwokusumo Putri, Indah Wira Putu Ayu Novita Qonita, Widya Richard Tobing Rinto Rain Barry Ronald Ronald Ronald Suryaputra Ronnie Resdianto Masman Sabrina Sabrina Sahat Simanjuntak Sahat Simanjuntak Shaquila Salsabil Sinaga, Windy Saroh Siswaty, Donna Shandra Sitorus, Denny S. P. Sri Anggreani Magdalena Sitohang Steven Widjaja Sudibjo, Niko Suharto, Bernadus Freddy Tandiarak, Agustinus Tantrianto, Yogie Trisha Alya Rahmi Veronica Sinaga William Marvincent Tan Wuisan, Dewi Yohana F Yugopuspito, Pujianto