<![CDATA[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.]]>
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