Optimizing Marketing Strategies Through Digital Marketing on MSME Products in the Culinary Sector in Tanggulangin District, Sidoarjo Regency

Gatot Suryono; Hadiah Fitriyah

doi:10.58905/apollo.v3i2.487

Authors

Gatot Suryono Department of Management, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
Hadiah Fitriyah Department of Management, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia

DOI:

https://doi.org/10.58905/apollo.v3i2.487

Keywords:

Culinary MSMEs, Digital Marketing, Marketing strategy

Abstract

The purpose of this study is to identify best practices for digital marketing of food products of micro, small, and medium enterprises (MSMEs) in Tanggulangin District, Sidoarjo Regency. The methodology used in this research is qualitative. In this study, five MSMEs in the culinary sector of Tanggulangin sub-district were surveyed-the owners of Warung Pring Bali and Warung Candi Ubud as well as Omah Kidul culinary, lesehan sawah in Kedungbanteng (LTS), and rujak cingur Tanggulangin. The research took place in these sectors. Results from interviews and focus groups were triangulated in the data analysis. Based on the findings, MSME owners in the food industry really need to master digital marketing if they want to maximize or improve their competitiveness while facing business problems. A number of micro, small and medium enterprises (MSMEs) have improved their digital marketing strategies by making good use of social media, while others still have not done so. In order for micro, small and medium enterprises (MSMEs), especially those engaged in catering services, to grow rapidly, cooperation and coordination between various parties are needed. In addition, MSME activists in Tanggulangin Subdistrict have their own obstacles due to the fierce competition in the food service sector

References

S. Arlinda and J. Hendro, "Application of Digital Marketing in Attracting Purchase Interest in MSME Products in Grogol Petamburan District, West Jakarta," Ikraith-Ekonomika, vol. 7, no. 2, pp. 184-192, 2024, doi: 10.37817/ikraith-ekonomika.v7i2.3347.

Mey Kurnia Lestari, Masruchin, and Diah Krisnaningsih, "Analysis of Online Marketing Strategies for Fashion Products at MSMEs in Surabaya City," Syarikat J. Econ. Sharia, vol. 5, no. 2, pp. 143-159, 2022, doi: 10.25299/syarikat.2022.vol5(2).10519.

N. G. Sagita, M. Kartikasari, M. H. Asyrofi, and K. R. Hayati, "Optimizing Digital Marketing for the Development of MSMEs in Kebonsari Village, Jambangan District, Surabaya City," J. Abdi Masy. Indones., vol. 2, no. 4, pp. 1325-1332, 2022, doi: 10.54082/jamsi.430.

M. A. Sifwah, Z. Z. Nikhal, A. P. Dewi, N. Nurcahyani, and R. N. Latifah, "Implementation of Digital Marketing as a Marketing Strategy to Improve the Competitiveness of MSMEs," MANTAP J. Manag. Accounting, Tax Prod., vol. 2, no. 1, pp. 109-118, 2024, doi: 10.57235/mantap.v2i1.1592.

N. S. Jatmiko, "Ideal Marketing Strategy in the Digital Era to Increase Sales of MSME Products," Plakat J. Service to. Society, vol. 4, no. 2, p. 253, 2022, doi: 10.30872/plakat.v4i2.8955.

D.- Wijayanti, S. Suyanto, and S. Sukesi, "The Effect of Digital Marketing, Service Quality and Product Quality on Purchasing Decisions Through Consumer Satisfaction During the Pandemic," E-Journal Manaj. Univ. Udayana, vol. 12, no. 2, p. 117, 2023, doi: 10.24843/ejmunud.2023.v12.i02.p01.

R. Septianta, H. Welsa, and N. Kusuma Ningrum, "The Effect of Digital Marketing and Product Design on Consumer Satisfaction with Purchasing Decisions as Intervening Variables," Al-Kharaj. J. Econ. Finance. Sharia Business, vol. 5, no. 6, pp. 2599-2608, 2022, doi: 10.47467/alkharaj.v5i6.2496.

B. Kusuma Wijaya, I. Gede, I. Sudipa, D. V. Waas, and P. P. Santika, "Journal of Intelligent Decision Support System (IDSS) Selection Online Sales Platforms for MSMEs using the OCRA Method with ROC Weighting," J. Intell. Decis. Support Syst., vol. 5, no. 4, pp. 146-152, 2022.

H. F. Mavilinda, A. Nazaruddin, N. Nofiawaty, L. D. Siregar, I. Andriana, and K. M. H. Thamrin, "Becoming "Superior MSMEs" Through Optimizing Digital Marketing Strategies in Facing Business Challenges in the New Normal Era," Sricommerce J. Sriwij. Community Serv., vol. 2, no. 1, pp. 17-28, 2021, doi: 10.29259/jscs.v2i1.29.

L. Diana, P. Dian, S. A. Tiara, Talitakum, A. R. N. Cahyono Putri, and S. Agustina, "The Role of Digital Marketing as a Marketing Media for Umkm Crep'S Star," Buguh J. Pengabdi. Kpd. Masy., vol. 2, no. 4, pp. 1-6, 2022, doi: 10.23960/buguh.v2n4.1239.

R. Sidik, "Competitive Strategy with Swot Method in Ukm Handicraft Bags Purnama Tanggulangin," J. Sos. Econ. And Polit., vol. 1, no. 2, pp. 56-67, 2020, [Online]. Available: http://www.jsep.sasanti.or.id/index.php/jsep/article/view/19

C. M. Khairunnisa, "Digital Marketing as a Marketing Strategy: Conceptual Paper," JAMIN J. Appl. Manaj. and Inov. Business, vol. 5, no. 1, p. 98, 2022, doi: 10.47201/jamin.v5i1.109.

N. Hariyana and G. O. Warmana, "Increasing Sales Through Social Media Marketing for MSMEs in Tanggulangin Sidoarjo," J. Pengabdi. Kpd. Masy. Nusant., vol. 4, no. 1, pp. 22-27, 2023.

Melitina Tecoalu, "264, 14 million people, which can be said to be 64, , the use of the Internet will increase every year, from these data it can be said that this is an opportunity that can still be achieved in developing market businesses. There are so many companies," vol.19, no. 2, pp. 1-13, 2021.

M. M. F. Rosy, R. A. Rizalina, and M. A. Ningtyas, "Development of Small and Medium Enterprises in Tanggulangin Sidoarjo," Maliyah J. Huk. Islamic Business, vol. 8, no. 2, pp. 198-217, 2018, doi: 10.15642/maliyah.2018.8.2.50-69.

I. F. Ardiansyah, A. Zailani, and Z. D. Widodo, "the Effect of Product Quality, Service Quality, and Trust on Customer Satisfaction at Praja Decoration in Purwodadi," Int. J. Econ. Educ. Entrep., vol. 3 (2), no. 2, pp. 502-511, 2023, [Online]. Available: https://doi.org/10.53067/ije3.v3i2

A. S. I. C. Candra and Hasan Ismail, "Optimizing the Empowerment of Leather Bag MSMEs in Tanggulangin Based on Digital Marketing," J. Ilmu Adm. State, vol. 20, no. 1, pp. 126-139, 2023, doi: 10.59050/jian.v20i1.198.

K. K. Endarwantika, N. A. Misbach, and ..., "Application of Digital Marketing in Umkm Tanggulangin to Improve the Business Image of Cv. Prima Leather," KARYA J. ..., vol. 2, no. 2,

pp. 222-227, 2022, [Online]. Available: https://jurnalfkip.samawa- university.ac.id/KARYA_JPM/article/view/213

W. Mustika and D. M. Kurniawati, "The Effect of Digital Marketing on Interest in Buying Towels at Marketplace 'X,'" Semin. Nas. IV Univ. Tarumanegara, pp. 709-715, 2022.

B. Salim and M. Isaa, "The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City," Entrep. J. fiinance Bus., no. January, pp. 91-112, 2024, doi: 10.56967/ejfb2024379.

C. Lifia and A. Rochmaniah, "Utilization of Digital Marketing and Social Media Branding in Increasing the Competitiveness of Mrs. Snackket MSMEs," pp. 1-10, 2024, [Online]. Available: http://dx.doi.org/10.21070/ups.4469

Y. C. R. A. Bere and E. H. Susanto, "Analysis of the Effect of Consumer Satisfaction and Lifestyle on Purchasing Decisions on Branded Goods Deposit Services," Journal of Business Management and Entrepreneurship, vol. 6, no. 4. pp. 359-363, 2022. doi: 10.24912/jmbk.v6i4.19315.

et al., "Sales Optimization through Digital Marketing," J. Empower. Masy. Indones., vol. 4, no. 2, pp. 113-124, 2022, doi: 10.21632/jpmi.4.2.113-124.

C. C. Widayati, F. Dhia Malihah, H. Widjaja, and Y. Yenita, "The Role of Purchasing Decisions in Mediating the Influence Personal Selling, Price and Product Quality on Customer Satisfaction Using MICE Services," Dynasty Int. J. Digit. Bus. Manag., vol. 4, no. 5, pp. 917-932, 2023, [Online]. Available: https://creativecommons.org/licenses/by/4.0/

Abdurrahman, G., Oktavianto, H., Habibie, E. Y., & Hadiyatullah, A. W. (2020). Digital Marketing Training for MSMEs as a Support for Promotion Activities and Marketing. Journal of Community Service Manage, 1(2). https://doi.org/https://doi.org/10.32528/jpmm.v1i2.3981

Baskoro, F. M. (2020). MSMEs in the Culinary, Services, and Convection Sectors Most Affected by the Pandemic. Berita Satu. https://www.beritasatu.com/ekonomi/698453/umkm-sektor- culinary-services-and-convection-most-affected-pandemic

Dewi, D. K., Alsa, A., Dahris Siregar, M. C. R., Rizki, I. H., Awaludin, Bukit, A., & Syahrin, A. (2022). Socialization of the Importance of Brand Registration for Umkm in Medan City. Tjut Nyak Dhien Community Service Journal, 1(2). https://doi.org/https://doi.org/10.36490/jpmtnd.v1i2.283

Doni003. (2022). MSMEs Go Upmarket, MSMEs Go Digital. Indonesia.Go.Id. https://m.kominfo.go.id/content/detail/41205/umkm-naik-kelas-umkm-go- digital/0/article Firdaus, M. I., Azizah, P. N., & Sa'adah, R. (2022). The Importance of Digital Marketing as an Umkm Marketing Strategy in Era 4.0. Graha Pengabdian Journal, https://doi.org/http://dx.doi.org/10.17977/um078v4i22022p154-162

Ginting, I. J., Ernawaty, T., Yulia, R., & Ramadhan, A. (2022). Socialization of Making Instant Wedang Jahe Drink as an Immunity Booster to Prevent Covid- 19 at Apipsu Medan Pharmacy School. Tjut Nyak Dhien Journal of Community Service, 1(2). https://doi.org/https://doi.org/10.36490/jpmtnd.v1i2.312

Hamdani, T. (2020). The Economic Crisis Due to Corona is Worse than 1998, How Come? Detik Finance Business Economic News. https://finance.detik.com/berita-ekonomi- business/d- 5007219/economic-crisis-caused-by-corona-worse-than-1998- how-can/2#!

Harto, D., Pratiwi, S. R., Utomo, M. N., & Rahmawati, M. (2019). Application of Internet Marketing in Increasing Revenue in Umkm. JPPM (Journal of Community Service and Empowerment), 3(1). https://doi.org/10.30595/jppm.v3i1.3033

Mulyana, Nurrahman, A., & Abdurohim. (2021). Strengthening the Role of the Cileles Village Government in Developing Micro and Small Enterprises (MSEs). Civitas Consecratio, 1(2). https://doi.org/ttps://doi.org/10.33701/cc.v1i2.2001

Purwana, D., Rahmi, & Aditya, S. (2017). Utilization of Digital Marketing for Micro, Small, and Medium Enterprises (Umkm) in Malaka Sari Village, Duren Sawit. Journal of Madani Community Empowerment (JPMM), 1(1). https://doi.org/https://doi.org/10.21009/JPMM.001.1.01

Rachma, N., & Fahrurrozirahman. (2022). Analysis of Marketing Utilization on Social Media And Marketplace in Increasing Sales during the Pandemic at Umkm Home Industry in Karang Kedawang Village, Sooko District, Mojokerto Regency. Journal of Management Science (JIMMU), 7(1). https://doi.org/http://dx.doi.org/10.33474/jimmu.v7i1.14459

Rais Agil Bahtiar. (2021). The Impact of the Covid-19 Pandemic on the Micro, Small and Medium Enterprises Sector and its Solutions. Economics and Public Policy Info Brief Brief Review of Actual and Strategic Issues, XIII (10). https://berkas.dpr.go.id/puslit/files/info_singkat/Info Brief-XIII-10-II-P3DI-Mei-2021-1982.pdf

Rengganawati, H., & Taufik, Y. (2020). Analysis of the Implementation of Digital Marketing at UMKM Tahu Rohmat in Kuningan. Komversal: Journal of Universal Communication, 2(1). http://jurnal.plb.ac.id/index.php/komversal/article/view/496

Rizal, M., Laila, A. N., Ali, N., Rohmah, N., Maula, M. H. N., & Waasiah, R. (2021). Socialization of Digital Marketing for MSME Players in Villages. Journal of Community Empowerment Learning (JP2M), 2(4). https://doi.org/http://dx.doi.org/10.33474/jp2m.v2i4.13569

Sari, C. D. M., & Setiyana, R. (2020). Socialization of Digital Marketing to Micro, Small, and Medium (MSMES). Journal of Community Service: Darma Bakti

Teuku Umar, 2(1). https://doi.org/https://doi.org/10.35308/baktiku.v2i1.2050

Sembiring, L. J. (2021). Sad! 30 Million MSMEs go out of business because of Corona. CNBC Indonesia. https://www.cnbcindonesia.com/news/20210326144212-4-233127/sad- 30-million- umkm-gulung-tikar-karena-corona

Silaban, M. W. (2022). How OJK Pursues the Target of 30 Percent MSME Lending in 2024.

Tempo.Co. https://bisnis.tempo.co/read/1552037/cara-ojk-kejar-target-credit-lending-umkm-30-percent-in-2024

Soleh, M., & Adinugraha, H. H. (2022). Implementation of Digital Marketing Strategy in MSMEs during the Covid19 Pandemic (Study on Putra Jaya Furniture, Spait Village).

AmaNU: Journal of Management and Economics, 5(1). https://jurnal.unugha.ac.id/index.php/amn/article/view/271/182

Sulaksono, J. (2020). The Role of Digital Marketing for Micro, Small, And Medium (Umkm) Tales Village, Kediri Regency. GENERATION JOURNAL, 4(1). https://doi.org/https://doi.org/10.29407/gj.v4i1.13906

ABDIPRAJA (Journal of Community Service), 2(1). https://doi.org/http://dx.doi.org/10.31002/abdipraja.v2i1.3602

J. -, N. Arfan, H. -, and H. Ali Hasan, "The Application of Digital Marketing in Efforts to Increase the Income of Micro, Small and Medium Enterprises," ILTIZAM J. Shariah Econ. Res., vol. 6, no. 2, pp. 212-224, 2022, doi: 10.30631/iltizam.v6i2.1452.

A. D. Nazarov, "Impact of Digital Marketing on the Buying Behavior of Consumer," vol. 156, no. ISCDE, pp. 364-367, 2020, doi: 10.2991/aebmr.k.201205.060.

S. P. Madania, P. E. Purba, I. K. Swasti, and ..., "Digital Marketing as a Marketing Strategy for Umkm in Pakel Village, Bareng District, Jombang," KARYA J. ..., vol. 3, no. 1, pp. 374-378, 2023, [Online] Available: https://jurnalfkip.samawa-university. ac.id/KARYA_JPM/article/ view/402%0Ahttps://jurnalfkip.samawa-university. ac.id/KARYA_JPM/article/download/402/334

Z. Rifa'i and L. D. Oktaviana, "Digital Marketing Training and SEO Optimization on Marketplace at Banyumas Umkm Center to Maximize Online Product Marketing," Madani Indones. J. Civ. Soc., vol. 2, no. 1, pp. 53-57, 2020, doi: 10.35970/madani.v2i1.99.

I. D. A. A. T. Pramawati, K. M. D. Putri, and I. P. A. Mulyawan, "Implementation of Digital Marketing at MSMEs in Klungkung Regency in Increasing Profit Commodities," J. Educ. ..., vol. 12, no. 2, pp. 263-275, 2020, [Online]. Available: https://ejournal.undiksha.ac.id/index.php/JJPE/article/view/29305

Setijadi, R. Suryani, S. Maesaroh, and L. Ariyanti, "The Effect of Online Marketing Strategy and Competition on Increasing Sales at Online Resto in Banjarnegara," J. Media Ekon. and Business, vol. 14, no. 1, pp. 1-14, 2023, [Online]. Available: https://tambara.e- journal.id/mediconis/index

S. H. Sandri and W. L. Hardilawati, "MSME Survival Strategy in the Midst of Covid-19 Pandemic," J. Account., vol. 2, no. 2, 2019.

R. Setiawan, R. A. Pratama, and V. F. Sanjaya, "The Effect of Digital Marketing on Increasing MSME Profits (Case Study: Ulubelu District, Tanggamus Regency)," J. Ekon, vol. 7, no. 3, pp. 43-48, 2021, [Online].Available:http://ejournal.stiepgri. ac.id/index.php/ekonomak/article/view/173%0Ahttp://eji d/index.php/ekonomak/article/download/173/111

J. Utomo, Julius Nursyamsi, and Aji Sukarno, "ANALYSIS OF THE INFLUENCE OF PRODUCTS, PROMOTIONS AND DIGITAL MARKETING ON PURCHASE DECISIONS ON ONLINE SHOPPING WITH CONSUMER SATISFACTION AS INTERVENING," J. Ekon. Dan Manaj., vol. 2, no. 1, pp. 100-116, 2023, doi: 10.56127/jekma.v2i1.472.

T. Widiastuti, "Digital Marketing Strategy to Increase Sales of Umkm Traditional Snacks In Kelurahan Mlatibaru Semarang," J. Riptek, vol. 15, no. 1, pp. 64-69, 2021, doi:10.35475/riptek.v15i1.116.

A. Putri et al., "Digital Marketing Training to Achieve Marketing Strategy Optimization on MSMEs," J. Pengabdi. Kpd. Masy. Nusant., vol. 3, no. 2, pp. 828-839, 2022.

L. Rahmawati, M. Ikaningtyas, J. Rungkut Madya No, and J. Timur, "Application of Digital Marketing to Support Segigit Snack MSMEs in Kebumen Application of Digital Marketing to Support SME Bites Snack in Kebumen," JIPMJournal of Inf. Pengabdi. Masy., vol. 1, no. 3, pp. 63-71, 2023, [Online]. Available: https://doi.org/10.47861/jipm-nalanda.v1i3.310

D. Ruhiyat, A. Sulaeman, and R. Purnawati, "Online Marketing Strategy to Increase Consumer Purchase Interest in MSME Food and Beverage Products in Bogor City," Manaj. IKM J. Manaj. Development. Ind. Small and Medium, vol. 18, no. 1, pp. 62-72, 2023, doi: 10.29244/mikm.18.1.62-72.

Dr. Sugiyono, Quantitative and Qualitative Research Methods and R&D. 2019. [Online]. Available: https://www.gramedia.com/products/metode-penelitian-kuantitatif-kualitatif-dan-rd-1

Yustita, A. D. 2020. Marketing Communication of Antimo Anak on Social Media. COMMENTATE: Journal of Communication Management, 1(2), 208-221.

Nursal, M.F., Rianto, M.R., Rohaeni, H. and Saputra, F., 2023. The Effect of Electronic Word of Mouth (EWOM) on Purchasing Decisions Through Purchase Interest in Maxim Online Transportation Services in Bekasi City. Journal of Digital Management and Marketing, 1(3), pp.111-118.