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This study aims to explore the behavioral dynamics of Generation Z (Gen Z) toward digital culinary brands on TikTok, a platform increasingly central to youth consumer engagement. The research investigates how Gen Z interacts with, interprets, and forms relationships with culinary content in a digital environment shaped by algorithmic trends and participatory culture. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 12 Gen Z participants aged 18–24 years who actively engage with culinary brand content on TikTok. Additional data were obtained from observational analysis of brand-related content and user interactions on the platform. Thematic analysis revealed three core themes: emotional engagement with sensory-rich food content, digital consumption as identity performance, and expectations of brand authenticity and interactivity. Participants expressed strong affective responses to visually appealing and immersive content, linked their brand preferences to personal values and social identity, and favored brands that demonstrated responsiveness, humor, and human-like interaction. These findings highlight the role of TikTok not only as a marketing tool but as a cultural space where brand perception and loyalty are socially constructed. This study contributes to the theoretical understanding of consumer engagement by situating Gen Z’s behavior within a sociocultural and digital framework. Practically, it offers insights for culinary brands to develop more authentic, interactive, and value-driven content strategies. The findings also suggest implications for digital marketing policies and content regulation. Future research is recommended to explore cross-platform behaviors and cultural variations in digital brand engagement.

Bos Salad Bengkalis is a culinary company that offers healthy and fresh salads. With rapid business growth, managing customer data, reward programs, and transactions is becoming increasingly important. For this reason, a Mobile-based membership management system is needed that can improve customer experience by creating a Reward program, then to facilitate management and customer transaction data, a Website-based system is also made for the admin. This research aims to design and develop an effective and efficient customer membership management system using the Rapid Application Development (RAD) method. This method was chosen because it allows rapid and orderly development, so that the system built can meet the needs. The main features to be developed include member registration, member profile management, point and reward system, and transaction management. Through the implementation of this system, Bos Salad Bengkalis can obtain more accurate data on customer behavior and preferences. Thus, the development of this membership management system is a strategic step for Bos Salad Bengkalis in facing challenges and taking advantage of opportunities in today's digital era.

MSMEs have proven to be a resilient sector in facing various economic crises in Indonesia, including the crisis caused by the COVID-19 pandemic. However, digitalization among MSMEs in Indonesia has not yet yielded significant or tangible results. In addition, MSMEs face numerous challenges in adapting to digital markets, particularly in terms of financing. Therefore, it is essential to identify the factors that influence business development and income, particularly for culinary MSMEs in Denpasar City. This study aims to analyze the effect of People's Business Credit and the use of the QRIS on business development and income, as well as their indirect effects through business development. A quantitative approach was employed in this research, which was conducted on culinary MSMEs in Denpasar City. A total of 99 MSME units were selected using purposive sampling. Data were collected through observation and interviews, and analyzed using path analysis. The results indicate that: (1) KUR and QRIS usage have a direct positive effect on business development; (2) KUR, QRIS usage, and business development have a direct positive effect on the income of culinary MSME actors; and (3) KUR and QRIS usage indirectly influence income significantly through the mediation of business development.

This community service activity was organized by a team of lecturers from the Department of S1 Accounting, Gorontalo State University in 2024 in Botutunuo Village, Kabila Bone District, Bone Bolango Regency, Gorontalo Province as a form of implementation of the Tri Dharma of Higher Education. This coastal village, which is located in the Tomini Bay area and has tourism potential, faces obstacles in the management of culinary businesses owned by the local community. The main problem of partners is low professionalism in business management and suboptimal bookkeeping administration. This activity aims to increase the knowledge and ability of MSME actors in implementing cost accounting for controlling and reporting production costs. The program is carried out in four stages: location survey, material socialization, technical assistance in calculating the cost of production, and monitoring and evaluation of implementation results. The results of the service showed that 75% of the participants understood the material well and welcomed the sustainability of the mentoring. This activity makes a positive contribution to improving the competence of culinary business actors in coastal tourism areas through the application of cost accounting.   

UMKM in Indonesia have an important role in economic growth, as well as being able to absorb labor, and distribute development results. The purpose of this study was to determine the effect of business capital, product innovation, and marketing strategies on the perception of profitability of culinary UMKM actors in the Pekalongan area. The population in this study were culinary UMKM actors in the Pekalongan area. The sampling technique was purposive sampling so that 95 respondents were obtained. The questionnaire was distributes via Google Form and direct distribution to culinary UMKM actors in the Pekalongan area and measured on a Likert scale 1-5. The collected data were processed using Multiple Linear Regression. The results showed that business capital, product innovation, and marketing strategies had a partial and simultaneous effect on the perception of profitability of culinary UMKM actors in the Pekalongan area.

The objective of this study was to assess the sensory acceptability of Italian Meringue Butter Cream in terms of texture, aroma, color, and taste, using varying proportions of sweeteners. The research was carried out in the Culinary Arts Laboratory of the Ibu Kartini Academy of Social Welfare. An experimental approach was employed, utilizing a Completely Randomized Design (CRD). The study involved three treatments with different ratios of granulated sugar to stevia: F1 (220 g : 20 g), F2 (150 g : 25 g), and F3 (80 g : 30 g). A total of 35 untrained panelists participated in the hedonic sensory evaluation. The resulting data were analyzed using the non-parametric Kruskal-Wallis test, followed by the Mann-Whitney U test at a 95% confidence level (α = 0.05). The findings revealed that the variation in sweetener proportions significantly influenced the panelists’ preferences regarding aroma, texture, color, and taste. Among all formulations, the F1 treatment received the highest level of overall acceptance.

Micro, Small, and Medium Enterprises (SMEs) play an important role in the economy, including in the growing culinary sector. Cimol Bojot Aa, a culinary business focusing on selling cimol snacks, operates in a highly competitive market. This study aims to analyze the internal and external environments influencing the business strategy of the SME Cimol Bojot Aa. The methodology used includes SWOT and TOWS analysis, combining internal and external factor analysis to formulate business development strategies. Data were collected through interviews with the business owner, direct observation, and related document studies. The results show that Cimol Bojot Aa has strengths in unique products and competitive pricing, but faces challenges in marketing and financial management. Based on these findings, it is recommended that the business focus on strengthening digital marketing strategies and improving financial management for sustainable growth. This study provides practical recommendations for SME owners in planning adaptive and competitive business strategies in the culinary market.

MSMEs (Micro, Small, and Medium Enterprises) are one of the main drivers of Indonesia’s economy. However, many MSMEs still face limited access to financing. One traditional Balinese culinary product that attracts tourists is ayam betutu, which represents the MSME sector. This study aims to analyze the influence of own capital, business duration, working hours, and e-commerce on the income of ayam betutu culinary MSMEs in Denpasar City, both simultaneously and partially. This research employs a quantitative method using multiple linear regression analysis. The sample was determined using purposive sampling, with criteria including MSMEs engaged in traditional culinary businesses with ayam betutu as their main product and those that utilize e-commerce in their business operations. A total of 70 ayam betutu culinary MSME actors in Denpasar City were included. The findings reveal that, simultaneously, own capital, business duration, working hours, and e-commerce have a significant effect on MSME income. Partially, own capital, business duration, and e-commerce have a positive and significant effect on income, whereas working hours do not have a significant partial effect. The implication of this study is that MSME actors need to improve their capacity in capital management, maintain business continuity, and optimize e-commerce utilization to increase income. The government is expected to support MSMEs through financial and digital literacy training, institutional strengthening, and the facilitation of mentoring programs and sustainable access to financing.

Poultry agribusiness is a sector that has great opportunities for entrepreneurs, especially because of the increasing public need for animal protein. Fresh poultry products such as carcass meat and eggs need to be further processed to increase added value. MSMEs based on processed poultry products are increasingly developing, especially in the culinary sector which presents food innovations made from chicken such as chicken satay, crispy chicken and dimsum. This research focuses on analyzing the business feasibility of three processed chicken products in MSMEs in the Kediri area. Kediri has the potential to produce broiler chicken meat that meets local needs. The method used in this research is analysis of costs, revenues, profits, BEP (Break Even Point), and R/C Ratio. Costs consist of fixed and variable costs, with total costs calculated using the formula TC = FC + VC. Revenue is calculated based on production quantities and selling prices (TR = P × Q). Profit is obtained from the difference between revenue and total costs (π = TR - TC). BEP is used to determine the break-even point, both in terms of production price and production volume. Meanwhile, the R/C Ratio is used to measure business feasibility, with the R/C criteria > 1 indicating that the business is profitable. This research hoped that MSMEs in Kediri can understand the importance of calculating business feasibility to increase the competitiveness and sustainability of their business in the chicken meat processing industry.

This study aims to analyze the influence of customer service and product innovation on customer satisfaction at Resto Mie Gacoan. Using a quantitative method with an associative approach, data were collected through questionnaires distributed to 40 active customers. Analysis techniques included validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) using SPSS. The results show that product innovation has a relatively more significant influence on customer satisfaction than customer service, though its significance value slightly exceeds 0.05. Customer service does not have a statistically significant effect. Simultaneously, both variables do not significantly influence customer satisfaction. However, the R² value of 12.6% indicates that service and product innovation still contribute to variations in satisfaction, with the rest influenced by other factors not included in the model. These findings suggest that product innovation plays a more crucial role in enhancing satisfaction at Resto Mie Gacoan. Therefore, management is encouraged to prioritize innovative menu development and unique customer experiences in their marketing strategies.

MSMEs play a crucial role in the economy, yet many still struggle to adopt technology. This engagement aims to support the development of Toko Kue Aminah through digital marketing and product innovation. The activities were conducted through observation, interviews, and documentation during May 2025 in Oimbo Village. The results show that strategies such as utilizing Facebook and WhatsApp Business, adding product variations, and improving packaging and logo successfully enhanced the appeal and reach of the business. Furthermore, partnerships with local coffee shops have started to form, expanding product distribution. The synergy between digital marketing and product innovation has proven essential in boosting the business's competitiveness

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in national economic growth. In today’s digital era, leveraging technology—particularly social media—has become an essential marketing strategy to ensure business sustainability. Lapak Kirani, a culinary MSME located in Bima City, has faced challenges in optimizing social media as a promotional tool. This community service program aimed to assist Lapak Kirani in independently managing digital marketing by providing training on social media account creation, promotional content development, and effective caption writing. The implementation method consisted of four stages: observation, socialization, mentoring, and evaluation. The results indicated an improvement in the MSME owner's understanding and skills in executing digital marketing strategies. This assistance is expected to expand product marketing reach and enhance the competitiveness of MSMEs in a sustainable manner.

This study highlights the importance of accurately calculating the Cost of Goods Sold (COGS) as a foundation for strategic decision-making in the operations of Micro, Small, and Medium Enterprises (MSMEs), specifically focusing on the business "Mie Ayam Bakso Mas Pri" located in Cikarang. The issue addressed is the challenge faced by MSMEs in accurately calculating COGS, which stems from a lack of knowledge, hidden or overlooked costs, and limited access to appropriate calculation methods. The primary objective of this research is to identify the cost components that influence COGS and to explore the implementation of calculation methods in a meatball processing business. This study employs a qualitative approach with a descriptive method. Data was collected through direct observation, interviews with the business owner and other relevant informants, and document analysis. The sources of data include primary data obtained directly from the MSME "Mie Ayam Bakso Mas Pri" and secondary data from various relevant literature. The research was conducted in the South Cikarang area, Bekasi Regency. The results from the methods used are expected to provide deeper insights into COGS management strategies in culinary sector MSMEs and their impact on operational efficiency and pricing decisions.

The packaging design of the Petualangan Tradisional Rasa board game aims to create an educational medium that attracts the interest of young people aged 19–22 toward traditional Indonesian cuisine. This game is designed to address the declining interest among the younger generation in local culinary heritage due to the dominance of modern food culture. The design process employed a combination of qualitative and quantitative methods. The qualitative method involved observation and interviews with Board Game Academy and Table Toys to gather insights on effective board game packaging, while the quantitative method was carried out through questionnaires distributed to the target audience to assess packaging design preferences.

The development of the MSME sector plays an important role in driving national economic growth. Marketing and utilization of QRIS technology are factors that can increase business development, especially amidst tight competition and low adoption of digital payment systems. This study aims to determine the effect of marketing and utilization of QRIS technology on the development of the MSME sector. The research method used is quantitative with a population of MSMEs in the culinary sector in 15A Iringmulyo Metro Timur. The sample consisted of 50 respondents, determined through the Slovin formula with the Simple Random Sampling technique. The results of the study showed that partially, marketing has a positive and significant effect on the development of the MSME sector, the utilization of QRIS technology has a positive and significant effect on the development of the MSME sector. Simultaneously, both variables have a positive and significant effect on the development of the MSME sector. These findings indicate that optimizing marketing strategies and utilizing digital payment systems are important factors in supporting the sustainability and growth of micro, small, and medium enterprises in the area.

This research presents the design of a card game titled "Kejutan Manis Nusantara", aimed at introducing traditional Indonesian cakes to Generation Z, particularly those aged 18 to 21, in a fun and interactive way. This game combines education about the richness of Indonesian cuisine with a social experience that strengthens relationships among players. The card game design implements semi-realistic illustrations that clearly depict the cakes, making it easy for players to recognize traditional Indonesian cakes. The results of this research are expected to contribute to the preservation of Indonesian culture, especially in the culinary field, while introducing the diversity of Indonesian traditional cakes to the younger generation in an engaging way

UMKM Bakso 43 located in Jatiwangi Village is one of the micro businesses in the culinary field that sells meatball products at home. This business experiences obstacles in production consistency and limited marketing strategies. This study aims to analyze the production and marketing strategies of UMKM Bakso 43 and provide solutions and directions for future development. The research method used is descriptive qualitative through observation, interviews, and direct assistance. The marketing strategy focused on in this study is through the Facebook social media platform. The results show that production efficiency can be increased through production rescheduling and recording raw materials, while digital marketing through Facebook can significantly increase consumer reach. This study concludes that collaboration between strengthening production management and simple digital marketing can be the main driver of UMKM development

This study investigated the influence of financial report preparation skills, financial literacy, and accounting information systems on the performance of micro, small, and medium enterprises (MSMEs) in Cirebon Regency. The research adopted a quantitative approach with a causal associative design. Data were collected through closed-ended questionnaires distributed to 100 culinary-sector MSMEs selected using purposive sampling. The data analysis involved validity and reliability testing, classical assumption tests, and multiple linear regression. The findings revealed that financial report preparation skills, financial literacy, and accounting information systems had both partial and simultaneous positive effects on MSME performance. Specifically, the ability to prepare financial statements and the use of accounting systems significantly enhanced operational efficiency and financial outcomes, while financial literacy contributed to better financial decision-making. The study concluded that improving financial competencies and adopting technology-based accounting practices are key drivers for strengthening MSME performance in the region

The increasing consumer awareness of environmental issues has encouraged culinary Micro, Small, and Medium Enterprises (MSMEs) to adopt green marketing strategies as an effort to build competitive advantage. Bandung City, as a creative city with strong local culinary potential, is the focus of this study to analyze the implementation of green marketing in the MSME culinary sector. This study aims to analyze the utilization of green marketing by local-based culinary MSMEs in Bandung, identify the driving and inhibiting factors of its implementation, and measure its impact on business performance. The research applied a qualitative approach by conducting a survey with 150 culinary MSMEs and in-depth interviews with 20 business owners. The findings indicate that 68% of MSMEs have implemented at least one green marketing element, focusing primarily on the use of environmentally friendly packaging (72%) and local raw materials (65%). The main driving factors were consumer demand (78%) and government regulations (56%), while the primary barriers included limited capital (65%) and lack of knowledge (58%). Although the implementation of green marketing among culinary MSMEs in Bandung is still in its early stages, the trend is positive. Government and institutional support is needed to enhance MSMEs’ capacity in developing sustainable marketing strategies. 

This study aims to measure the understanding of STIEPAR Yapari students regarding the training material on the importance of cleanliness in the cooking process. This training is given as part of strengthening student competencies in the field of tourism and hospitality, especially in the aspect of food sanitation. The method used was a quantitative survey with the distribution of questionnaires to the training participants. The results of the study showed that most students have a good level of understanding of hygiene materials, including the importance of washing hands, maintaining cooking utensils, and managing foodstuffs hygienically. These findings confirm that the training is effective in raising awareness of the importance of cleanliness as part of operational standards in the culinary and hospitality industry. This understanding also supports the creation of safe and quality food services. It is hoped that similar training can be carried out on an ongoing basis to strengthen student professionalism.