Analisis Strategi Pemasaran Digital pada UMKM Kuliner Nasi Cakalang Bu Sri di Medan

Rahel Adilia Duha (Universitas Negeri Medan)
Elsri Nurtin Gulo (Universitas Negeri Medan)
Nazli Aulia Rizky (Universitas Negeri Medan)
Devina Keysha (Universitas Negeri Medan)
Lidya P. Pangaribuan (Universitas Negeri Medan)
Melanie Putri (Universitas Negeri Medan)
Windah J.P Sitompul (Universitas Negeri Medan)
Hendra Saputra (Universitas Negeri Medan)

Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan

This study aims to analyze the marketing strategy of the UMKM culinary business Nasi Cakalang Bu Sri in North Sumatra. The main problem addressed is how the business adapts to market competition and utilizes marketing strategies, particularly digital marketing, to enhance competitiveness. The research method used is a qualitative descriptive approach with data collection techniques including observation, interviews, and questionnaires involving consumers and business actors. The results show that the marketing strategy mainly focuses on product quality, strategic location, and promotion through social media. The primary factor influencing consumer purchasing decisions is product taste, followed by price and promotion. However, there are still weaknesses in digital promotion and branding that have not been optimized. Therefore, strengthening marketing strategies through digital marketing, product innovation, and improved promotional quality is necessary to increase competitiveness and expand market share.