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All Journal Journal of Multidisciplinary Science: MIKAILALSYS Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi
Ririn Filda Yanti Ningsih
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Education Environmental Science Physics Social Sciences Other

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Peran Transformasi Digital dan Tantangan Inovasi Terhadap Keberlanjutan UMKM di Indonesia (Studi Literature Review) Moh Hamzah; Ririn Filda Yanti Ningsih; Usasilah Faria Z.A; Milin Umroatul Ummah; Laily Fitriya
HATTA : Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi Vol 1 No 2 (2023): Oktober
Publisher : STKIP MAJENANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62387/hatta.v1i2.53

Abstract

This research explores the challenges and opportunities faced by Micro, Small and Medium Enterprises (MSMEs) in implementing information technology (IT) and digitalization. Through a qualitative approach with in-depth interviews with MSME owners and managers in various sectors, the results show that MSMEs experience a number of obstacles such as limited financial resources, lack of technological knowledge, and inadequate infrastructure. However, the use of IT can increase efficiency, productivity and market access for MSMEs. External support such as technology training and subsidies from the government are important factors in overcoming this challenge. This research concludes that digital transformation is the key to increasing the competitiveness of MSMEs in the ever-growing digital era. It is hoped that the recommendations will help MSME owners and policy makers formulate strategies to support IT adoption effectively.
Analysis of Digital Marketing Strategies through GoFood in Enhancing Community Purchasing Power at Cafe Raluna Paiton Probolinggo Ririn Filda Yanti Ningsih; Fahrudin
Journal of Multidisciplinary Science: MIKAILALSYS Vol 4 No 2 (2026): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v4i2.11221

Abstract

The rapid development of digital technology has encouraged culinary businesses to adopt online food delivery platforms, particularly GoFood, to expand market reach and improve customer service. However, the effectiveness of such platforms depends on operational capacity and alignment with local consumer preferences regarding price, convenience, and practicality. This study analyzed the implementation of digital marketing strategies through GoFood in improving community purchasing power at Cafe Raluna, Paiton District, Probolinggo Regency. A qualitative descriptive design was employed. Data were collected through observation, in-depth interviews, and documentation involving four informants: the manager, cashier, and an employee of Cafe Raluna, as well as a consumer who had previously ordered through GoFood. The data were analyzed using an interactive model comprising data reduction, data display, and conclusion drawing. The findings indicate that Cafe Raluna’s use of GoFood incorporates the four elements of the marketing mix—product, price, place, and promotion. Nevertheless, the promotional features and menu presentation have not been managed through systematic planning, thereby limiting digital marketing performance. GoFood contributes to increased community purchasing activity by providing convenient services, practical ordering processes, and promotional programs that encourage purchases. However, the magnitude of this contribution could not be determined because GoFood sales were not recorded separately from direct sales. Additional constraints included limited driver availability, platform commission fees, and competition among culinary businesses. The study concludes that GoFood supports Cafe Raluna’s digital marketing and community purchasing power, although more systematic planning, separate sales recording, and optimized promotional and menu-management strategies are required to achieve sustainable outcomes. These findings provide practical implications for small culinary businesses seeking to improve the effectiveness of platform-based digital marketing.
Co-Authors fahrudin Laily Fitriya Milin Umroatul Ummah Moh Hamzah Usasilah Faria Z.A