Strategi Pemasaran dalam Meningkatkan Kinerja UMKM Kuliner: A Systematic Literature Review

Safitri, Rusni Azhari
Maulidya, Liva
Amelia, Putri
Alfariada, Elda Riska

TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Vol. 4 No. 2 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan

This study examines the role of marketing strategies in improving the performance of culinary MSMEs using a Systematic Literature Review approach. Scientific publications from 2020–2025 were collected through Publish or Perish and Google Scholar and analyzed using bibliometric methods and TF-IDF–based text mining. The findings indicate that marketing strategies, particularly digital marketing, marketing innovation, and market orientation, significantly enhance MSME competitiveness and performance. However, research linking marketing strategies to long-term business sustainability remains limited. This study provides a conceptual foundation for developing adaptive and sustainable marketing strategies for culinary MSMEs.