Analisis Strategi Digital Marketing dalam Brand Awareness Kuliner UMKM di Jawa Barat (Studi Kasus Kota Bandung)

Heri Napitupulu (Fakultas Ekonomi, Universitas Nurtanio Bandung)
Asriyani Sagiyanto (Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika)
Wandi Kurniadi (Fakultas Ilmu Sosial dan Bisnis, International Women University)
Arus Reka Prasetia (Fakultas Ekonomi dan Bisnis, Universitas Widyatama, Bandung)
Raden Minda Kusumah (Akuntansi, Politeknik Pajajaran Insan Cinta Bangsa Bandung)

PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial
Vol 4 No 3 (2026): Oktober

This study aims to analyse the digital marketing strategies implemented by culinary Micro, Small, and Medium Enterprises (MSMEs) in Bandung City to build brand awareness amid increasingly competitive markets. Low digital literacy among culinary MSME actors remains a major obstacle in optimising social media as a marketing tool (Naldi et al, 2022). This study employs a descriptive qualitative approach with a case study method on five culinary MSMEs in Bandung City, using in-depth interviews, observation, and documentation. The results show that consistently implemented digital marketing strategies, social media content, micro-influencer collaboration, optimisation of food-delivery platforms, and paid advertising, significantly increased brand awareness, reflected in the growth of followers, engagement, and sales across the five MSMEs studied. This finding is consistent with Suryani et al. (2021), who found that social media quality affects brand image through the mediation of brand awareness. This study recommends continuous mentoring for culinary MSME actors so that digital marketing strategies can be implemented in a measurable and sustainable manner.