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All Journal Rubikon: Journal of Transnational American Studies SPEKTRUM Jurnal Ilmu Politik Hubungan Internasional Indonesian Perspective MUDRA Jurnal Seni Budaya Journal of Islamic Civilization Journal of Tourism and Creativity MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Jurnal Ilmiah Kajian Keimigrasian (JIKK) Jurnal Abdimas Perbanas Jurnal Ilmiah Multidisiplin (JUKIM) Intermestic: Journal of International Studies Indonesian Perspective Global: Jurnal Politik Internasional Jurnal Manajemen USNI Journal Publicuho Jurnal Netnografi Komunikasi Jurnal Pustaka Dianmas Jurnal Keamanan Nasional
Alessandro Kurniawan Ulung
Universitas Satya Negara Indonesia
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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PENGUATAN KAPASITAS PEMASARAN DIGITAL UMKM IDALICIOUS MELALUI META ADS DAN GASTRODIPLOMASI Yuli Setiawan; Alessandro Kurniawan Ulung; Risqi Inayah Dwijayanti
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.v12i1.786

Abstract

This community engagement study evaluates a capacity-building program that integrates cultural storytelling, Meta Ads, and digital business management for Idalicious, a home-based traditional snack enterprise in Ciledug, Tangerang. The program used participatory training, demonstrations, guided practice, and mentoring. Evidence comprised activity records, participant work, and an eight-item Meta Ads post-test completed by seven participants. Descriptive analysis showed a mean score of 80.57, a median of 72, and a range of 72–96. All participants correctly understood digital reach, professional-account requirements, audience targeting, and the importance of a three-second hook. Lower mastery was observed in selecting the campaign objective for WhatsApp conversations and in determining a realistic beginner budget. The program’s novelty lies in connecting paid digital advertising with gastrodiplomacy storytelling so that traditional foods are promoted through both measurable audience targeting and cultural differentiation. The findings support focused follow-up mentoring on campaign setup, budget testing, and performance optimization. Because no verified pre-test data were available, the results indicate post-training mastery rather than causal improvement. Keywords: digital marketing, gastrodiplomacy, Meta Ads, MSME capacity, traditional food
Co-Authors Abdul Kholiq Adrianmovich, Mochammad Zlatan Agustinus, Ferdinand Al Hafizh Andina M. Ayu Andina Mustika Ayu Ariel Juan Sinaga Christina Christina Clemontin Cornelia Monica Jannah Clemontin Cornelia Monica Jannah Dadang Ilham Kurniawan Mujiono Dewis, Meilia Fadhilla, Deva Naufal Fahlesa Munabari Muhammad Abdurrohim Muhammad Abdurrohim Muthmainah, Syifa Salmah Natrion Pradono B. Saputro Pradono Budi Saputro Riena F Telussa Risqi Inayah Dwijayanti Rustono - Rustono Farady Marta Siregar, Sri Rachmawati H. Sri Rachmawati H Siregar Syuhaimi, Achmad Tarigan, Djoesept Harmat Teguh Rifandi Yuli Setiawan Yuyun Yuningsih