Publication Search

The purpose of this study is to analyze and evaluate the effectiveness of digital marketing strategies implemented by Micro, Small, and Medium Enterprises (MSMEs), particularly those engaged in the culinary sector, within the Pasar Raya MMTC (Medan Metropolitan Trade Center) area in facing digital era competition. The research method employed is descriptive qualitative with a case study approach. Data collection involved in-depth interviews with MSME owners, observation of digital promotional activities (Social Media and Marketplaces), and content analysis. The results indicate that the most effective and commonly used digital strategies include: (1) Marketplace Optimization (focusing on discount and flash sale features), (2) Social Media Marketing Utilization (Instagram and TikTok for visual/video content), and (3) Collaboration with Local Micro-Influencers or food vloggers. The effectiveness of these strategies is measured by the increase in sales volume (an average of 20-30% after digital adoption) and improved brand visibility. The main obstacles encountered by MMTC MSMEs are the lack of consistency in content creation, limited funds for paid advertising, and insufficient understanding of digital data analytics. This study concludes that digital adaptation is essential, but it must be supported by improving digital literacy and providing targeted assistance focused on analyzing the return on investment (ROI) of digital marketing activities for sustainable growth.

Culinary MSMEs serve as a vital economic pillar; however, they often encounter significant internal management obstacles and low digital competitiveness. Sabila Snack & Bakery faces complex challenges, including unstructured production schedules, limited digital marketing literacy, inconsistent visual branding, and financial record-keeping that remains intertwined with personal funds. This community service initiative aims to provide applicable solutions by strengthening internal management and digital marketing strategies to enhance operational efficiency and business competitiveness. The methodology employed is Participatory Action Research (PAR), encompassing stages of observation, interviews, technical assistance, and evaluation. The results indicate a significant transformation in business governance. The implementation of daily production schedules has successfully improved workflow regularity and operational efficiency. Furthermore, branding reinforcement through the establishment of a permanent logo, the creation of systematic product catalogs, and the optimization of social media platforms such as WhatsApp Business, Instagram, and TikTok has effectively increased business visibility and professionalism in the digital sphere. Additionally, the application of a simple bookkeeping system has fostered administrative discipline and a clear separation between personal finances and business capital. Overall, this intervention has successfully transitioned the business from traditional management patterns toward a more structured, professional, and sustainable management model ready to compete in a broader 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.

In the face of an increasingly competitive landscape, culinary MSMEs in Indonesia are required to not only offer quality products, but also create interactive and emotional consumer experiences. This study aims to investigate the mediating role of loyalty programs in influencing the relationship between gamification and relationship marketing on Gen Z consumer loyalty. Using a quantitative approach through online questionnaire distribution to 385 Gen Z respondents on social media, the results show that both gamification and relationship marketing have a significant direct influence on consumer loyalty, as well as an indirect influence through the mediation of loyalty programs. The findings confirm that the integration of gamification elements-such as challenges, point systems, and leaderboards-in loyalty programs can generate intrinsic motivation that strengthens consumers' emotional engagement. Meanwhile, a relationship marketing approach based on trust and personalization encourages long-term commitment. This research extends the application of the Commitment-Trust and Self-Determination theories in the digital-native context, and makes a conceptual contribution to the strategic design of experiential loyalty programs for culinary MSMEs targeting Gen Z consumers. The practical implication is that business owners need to build a loyalty ecosystem that is not only functional, but also fun and emotionally meaningful.

MSMEs are a major component of a country's economy. The large contribution of MSMEs to economic development in Indonesia requires MSME players to keep trying and always be ready to compete with other MSMEs. This study aims to determine the effect of financial literacy, digital payments, use of e-commerce and accounting information systems on the business performance of culinary MSMEs in the city of Semarang. The population of this study amounted to 98 culinary MSMEs, sampling using purposive sampling method with the criteria of using digital payments, using e-commerce and accounting information systems. The data was analyzed using multiple linear regression analysis with JASP software. The results of this study indicate that the variables of e-commerce usage and accounting information systems have a positive and significant impact on business performance, so that any increase in these variables will improve MSME business performance. The financial literacy variable has a positive and insignificant effect on business performance, so it is necessary to increase the financial literacy of business actors. Meanwhile, the digital payment variable has a negative and insignificant impact on business performance, indicating a lack of understanding of MSME actors and consumers of the use of digital payments.

The purpose of this research is to analyze the influence of financial literacy on the financial performance of Culinary MSMEs, product innovation on the financial performance of Culinary MSMEs and price on the financial performance of Culinary MSMEs. This research is a survey of Culinary MSMEs in Alun-alun Sukoharjo. This research used a sample of 100 people with a sampling technique using purposive sampling. Data collection techniques use library research. The data analysis technique uses multiple linear regression analysis methods, t test, f test, and determination test. The research results show that financial literacy has an influence on the financial performance of Culinary MSMEs, product innovation on the financial performance of Culinary MSMEs and price on the financial performance of Culinary MSMEs.

Assistance with digital financial reports using the Jaraya application for culinary MSMEs aims to increase the understanding and skills of MSME players in managing financial reports in a more efficient and structured way. Culinary MSMEs often face challenges in accurate and transparent financial records, which can affect their business decisions and business growth. In this program, the Jaraya application is introduced as a practical solution to simplify the process of recording transactions and creating digital financial reports. Assistance is provided through direct training, application usage simulations, and discussions to overcome problems faced by business actors. The results of this assistance show an increase in MSME players' understanding of the importance of organized financial reports and their ability to use the Jaraya application to monitor cash flow, manage profit and loss, and make better business decisions. This program is expected to have a positive impact on more efficient financial management and support the growth of culinary MSMEs in the future.

This research aims to analyze how traditional culinary MSMEs in Karang Rejo Village, Langkat Regency, adapt to global and digital competition. The focus is on the production and marketing strategy of sweet potato tape, pulut tape and lemang. This qualitative research uses in-depth interview methods with MSME owners to find the challenges they face, the marketing strategies used, product innovations carried out, and the use of digital technology. The research concluded that MSME entrepreneurs are experiencing various challenges, including reduced demand due to changes in consumer tastes, difficulties in obtaining supplies of raw materials, limited digital marketing strategies, and intense competition with modern culinary types. Even so, the unique taste of traditional dishes is still loved, especially when it comes to special religious celebrations. The strategy includes improving product quality, various interesting innovations, as well as utilizing digital marketing via social media and attending culinary events. The results of this research show that to maintain the sustainability of traditional culinary MSMEs, good cooperation is needed between product innovation, application of technology, and support from the community and government.

The growth of MSMEs in Indonesia, particularly in the culinary sector, holds substantial potential for bolstering the national economy, with Coblong District in Bandung City emerging as a rapidly developing hub; however, despite the fierce competition, the success of culinary MSMEs in this area is influenced not only by product quality but also by factors such as service quality and the marketing mix, prompting this study to investigate their contribution to the success of culinary MSMEs in Coblong District, using a quantitative approach where data from 36 MSMEs were collected via questionnaires, and although the results of multiple linear regression analysis reveal that neither service quality nor the marketing mix have a significant impact on the success of these MSMEs, both factors still play an essential role in supporting customer satisfaction and achieving business goals.

The development of culinary MSMEs in Banjarsari District, Surakarta City has developed rapidly, but the increase in the number of culinary MSMEs in Banjarsari District, Surakarta City is not necessarily followed by an increase in the financial performance of these MSMEs  This study aims to find out and analyze the influence of financial literacy, financial technology, entrepreneurial orientation, and innovation towards the financial performance of culinary MSMEs in Banjarsari District, Surakarta City. Data collection in this study uses a questionnaire distributed to respondents. The sample in this study amounted to 95 culinary MSMEs in Banjarsari District, Surakarta City with the type of sampling, namely purposive sampling with the consideration that the MSMEs have been running for at least 2 (two) years. The analysis methods used in this study are descriptive analysis, multiple linear regression analysis, t-test, F test (model accuracy test), and determination coefficient test (R2).  The results showed that the determination coefficient (adjusted R Square) is 0.548. Means This means that the amount of contribution of the influence of the independent variable X1 (financial literacy), X2 (financial technology), X3 (entrepreneurial orientation) and X4 (product innovation) towards Y (performance finance) by 54.8%. The rest (100% - 54.8%) = 45.2% is influenced by other variables outside the model such as the work environment, company size, market competitiveness, operational costs, working capital, etc.

This research aims to analyze the role of human resource competencies, entrepreneurial characteristics, innovation, and government policies in improving business performance in MSMEs, especially in the culinary sector of the city of Semarang. This research is a type of quantitative research method using data collection techniques in the form of questionnaires. The population in this study was 3,291 MSMEs. In determining the sample using the purposive sampling method. Of the total 3,291 MSMEs, only 110 Culinary MSMEs were used as respondents in this research.  The data collection technique is carried out by distributing questionnaires whose validity and reliability have been tested. The questionnaires are distributed online via google form. The data analysis method used consists of descriptive analysis, outer model evaluation, and inner model evaluation. The data analysis tool in this research uses smartpls 3.0 software. The results of this research show that innovation has a positive effect on business performance. Government policies have a positive effect on business performance. Human resource competency has a negative effect on business performance. Entrepreneurial characteristics have a negative effect on business performance  

The study aims to determine how much (1) the effect of perceived ease of use on perceived usefulness in P2P Lending for culinary MSMEs in Karanganyar town square, (2) the effect of perceived ease of use on trust in P2P Lending for culinary MSMEs in Karanganyar town square, (3) the effect of perceived usefulness on trust in P2P Lending for culinary MSMEs in Karanganyar town square, (4) the effect of trust on attitude toward using in P2P Lending for culinary MSMEs in Karanganyar town square, and (5) the effect of attitude toward using on behavioral intention to use P2P Lending for culinary MSMEs in Karanganyar town square. This research uses Technology Acceptance Model (TAM) research methods with a sample of 75 respondents. Data analysis techniques using PLS SEM which consist of outer model and inner model. The outer model consists of convergent validity test, discriminat validity test, undimensionalitas test, and reliability test. The inner model uses R- square, Q square, path coefficient, Goodness of Fit, and descriptive analysis. The result showed that (1) perceived ease of use has a significant effect on perceived usefulness in P2P Lending for culinary MSMEs in Karanganyar town square, (2) perceived ease of use has a significant effect on trust in P2P Lending for culinary MSMEs in Karanganyar town square, (3) perceived usefulness has a significant effect on trust in P2P Lending for culinary MSMEs in Karanganyar town square, (4) trust has a significant effect attitude toward using in P2P Lending for culinary MSMEs in Karanganyar town square, (5) attitude toward using has a significant effect on behavioral intention to use P2P Lending for culinary MSMEs in Karanganyar town square.