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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 Traditional culinary MSMEs play a vital role in the Indonesian economy through job creation, income equality, and preservation of local culture. However, limited capital, raw materials, and labor, as well as unsystematic production planning, mean that MSME production decisions are still intuitive, leading to inefficiencies and suboptimal profits. A case study of MSME Sostang Tijang Bruno, a Sundanese cireng producer, shows that cireng production is still based on experience without clear calculations, resulting in a mismatch between production and demand and waste of raw materials. This study aims to optimize cireng production volume using the Graphical Linier Programming method to maximize profits by considering constraints on raw materials, working time, and market capacity. Data were obtained through observation, interviews, and documentation. The decision variables were the production volume of original chicken-filled cireng and spicy chicken-filled cireng. The analysis results showed an optimal production combination of 2.93 kg of original chicken-filled cireng and 0.53 kg of spicy chicken-filled cireng with a maximum profit of Rp499,000 per day. This method is expected to help MSMEs make more efficient and rational production decisions

The development of online platforms has transformed consumer purchasing behavior, including in the culinary MSME sector. Product availability across multiple online platforms has become an important factor influencing consumers’ purchasing decisions. This study aims to analyze the effect of the availability of culinary MSME products on various online platforms on consumer purchasing decisions. This research employs a quantitative approach using an explanatory research method. Data were collected through questionnaires distributed to consumers who had purchased culinary MSME products via more than one online platform. Data analysis techniques included validity testing, reliability testing, simple linear regression analysis, and hypothesis testing (t-test). The results indicate that the availability of culinary MSME products on various online platforms has a positive and significant effect on consumer purchasing decisions. These findings suggest that the easier culinary MSME products are to find, access, and consistently available across multiple online platforms, the higher the likelihood of consumers making purchasing decisions. This study is expected to contribute theoretically to digital marketing literature and provide practical insights for culinary MSMEs in developing effective multi-platform marketing strategies.

This community service activity aims to strengthen the marketing strategy of FUNN Maumere as a culinary business operating in an increasingly competitive market environment. The program was conducted using a qualitative descriptive approach through field observations, interviews with business owners and employees, and direct mentoring in implementing more effective marketing strategies. The results indicate that FUNN Maumere has applied a combination of traditional and digital marketing strategies, including brochure distribution and active promotion through social media platforms such as Instagram, TikTok, and Facebook. The mentoring activities focused on optimizing digital marketing, improving service quality, and strengthening brand consistency. These efforts contributed positively to increased brand awareness, customer interest, and wider promotional reach. However, sales performance remains fluctuative due to external factors, such as weather conditions and differences in outlet location characteristics. Therefore, this community service emphasizes the importance of continuous product innovation, enhancement of customer experience, and optimization of digital marketing strategies to reduce dependency on external conditions. This activity is expected to serve as a practical reference and mentoring model for other culinary MSMEs in developing adaptive, innovative, and sustainable marketing strategies to improve competitiveness and business continuity.

The rapid growth of the creative economy, particularly in the culinary subsector, has prompted micro, small, and medium enterprises (MSMEs) to adopt digital marketing strategies as a means to enhance competitiveness and expand market reach. This study employs a systematic literature review (SLR) approach with content analysis to map key concepts, identify research gaps, and explore future research directions concerning the transformation of culinary MSMEs from local kitchens to digital markets. Findings reveal that organizational learning mediated by motivation, culture, leadership, and continuous digital marketing practices plays a pivotal role in this transformation. However, significant research gaps persist, including limited longitudinal studies, inadequate integration of organizational culture and leadership into digital marketing frameworks, and insufficient comparative analyses across diverse MSME profiles. This study contributes theoretically by synthesizing fragmented literature on culinary marketing in the digital creative economy and offers practical insights for MSME actors, mentors, and policymakers in designing adaptive and sustainable digital marketing strategies.