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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Roofi’ Briyan Perkasa
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Economics, Econometrics & Finance

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Transformasi Model Bisnis UMKM Kuliner: Perencanaan dan Perancangan Strategi Pemasaran pada UMKM Tami Kue dan Roti Fakhry Kayungyun Ramdhani; Romi Gavra Anugrah; Collyn Powell Siahaan; Muhammad Fauzan Syamsuddin; Ahmad Zacky; Roofi’ Briyan Perkasa; Alment Karunia Sundoyo; Ibrahim Rizqy Rafael
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 2 (2025): April-Juni 2025
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1na0fs12

Abstract

This research explores the digital marketing challenges of the culinary SME “Tami Kue dan Roti” in Indonesia. Using a qualitative 5W1H approach, field observations, in-depth interviews, and SWOT analysis, the study identifies three main issues: reliance on pre-order sales, low-quality Instagram content, and the lack of a customer loyalty program. Despite strengths like customizable products and a good follower base, limited resources and low technology adoption hinder growth .The research recommends integrated digital marketing strategies: improving Instagram visuals, creating a loyalty program via WhatsApp Business, reinforcing “homemade” brand positioning, expanding distribution through campus consignment and e-commerce, and leveraging word-of-mouth marketing. This omnichannel approach aims to boost brand awareness, expand market reach, and stabilize sales. The proposed framework provides practical guidance for small-scale culinary SMEs in Indonesia, blending digital marketing tactics with cultural context and customer loyalty strategies.
Co-Authors Ahmad Zacky Alment Karunia Sundoyo Collyn Powell Siahaan Fakhry Kayungyun Ramdhani Ibrahim Rizqy Rafael Muhammad Fauzan Syamsuddin Romi Gavra Anugrah