Strategi Pemasaran pada UMKM “Mie Kangkung dan Soto Mie Ada Rasa” Gading Serpong, Tangerang
Kata Kunci:
UMKM, pemasaran digital, pendampingan, media sosial, daya saing.Abstrak
Leveraging digital marketing is crucial for culinary MSMEs to enhance business visibility and competitiveness; however, its implementation remains suboptimal. This study aims to examine the implementation of digital marketing strategies through digital marketing mentoring activities. A qualitative descriptive method with a case study approach was employed. Data were collected through interviews with an MSME owner, observation, and documentation. The results indicate that the use of Instagram and TikTok successfully increased product visibility and customer interaction, while also improving the MSME owner's understanding of the importance of digital marketing for business growth.
Referensi
Aisyah, N., Subhan, E. S., & Ramadhan, R. (2025). Pengaruh strategi pemasaran dan kepuasan pelanggan terhadap keputusan pembelian pada UMKM kuliner. Jurnal Ekonomi Manajemen dan Bisnis, 6(1). https://doi.org/10.32815/jubis.v6i1.2656
Aresta, D., Novitasari, M., Yuki, S. R., Setiawan, B., & Kusnedi, R. (2023). Strategi peningkatan promosi dan branding usaha melalui pendampingan pada UMKM Kedai Loba Rasa. https://doi.org/10.51170/jtmam.v1i02.121
Firdauzi, M., Pratama, A., Febriansyah, M., Hidayat, S., Oktaviana, M., & Hustia, A. (2023). Analisis studi kelayakan bisnis usaha mikro kecil dan menengah (UMKM) Pempek Model Aisyah: Tinjauan dari aspek pasar dan pemasaran. https://doi.org/10.60126/sainmikum.v2i3.1020
Fitria, M., Triwendy Pandin, A., Shabrina, A., Frischawati Gunawan, D., Prianka, W. T., & Gunadi, H. (2023). Penerapan design thinking dalam perancangan strategi pemasaran UMKM Jahe Cap Maher. Institut Komunikasi dan Bisnis LSPR, Jakarta, Indonesia. https://doi.org/10.37535/104003120231
Gabriella, A., Marion, G., Windiana, E., Syabina, Z. L., & Setiawan, B. (2023). PKM pendampingan marketing UMKM Pecel Lele OMA. https://doi.org/10.37817/ikra-ithabdimas.v9i2.4067
Harahap, S. F. (2025). Strategi pemasaran kreatif UMKM kuliner melalui TikTok. Jurnal Ilmiah Pariwisata dan Bisnis, 17(1). https://doi.org/10.30630/jipb.v17i1.1803
Jehovah, D., Dustin, B., Alexis, A., Setiawan, B., & Prawiro, J. W. H. (2025). Strategi pengembangan dalam meningkatkan kualitas produk food and beverage di Restoran Pegatoria Pegasus Stable Bogor. Jurnal Pengembangan Kuliner, 7(2), 110–120. https://doi.org/10.12345/jpk.2025.v7i2.1225
Lee, M. P., & Susanto, P. (2024). Analysis of the implementation of marketing stages to increase sales at Mie Kangkung Ny Phang, Jakarta. International Proceeding Global Sustainable Tourism Conference, 1(1). http://dx.doi.org/10.30813/glost.v0i0.6150.g3098
Lianardo, S., Sartika, K. D., Prasetyawati, Y. R., & Cahyadi, R. A. (2023). Pendampingan digital marketing untuk pemberdayaan UMKM. https://doi.org/10.37535/102004220223
Maszudi, E., Hapid, H., & Haedar, H. (2023). Strategi digital marketing untuk pemberdayaan UMKM di Indonesia. Prima Ekonomika, 14(1). https://doi.org/10.37330/prima.v14i1.155
Maylinda, S., & Sari, I. P. (2021). Optimalisasi integrated digital marketing dalam strategi pemasaran UMKM Imago Raw Honey. JABE (Journal of Applied Business and Economic), 7(4), 521–532. https://doi.org/10.30998/jabe.v7i4.9940
Muhtadi, M. A. (2021). Optimalisasi pemasaran produk UMKM melalui aplikasi E-UMKM berbasis digital selama pandemi Covid-19. Abdi Psikonomi, 2(4), 148–156. https://doi.org/10.23917/psikonomi.v2i4.427
Murtadlo, K. (2021). Peran human capital, structural capital, relational capital dan digital marketing terhadap kinerja UMKM. Sketsa Bisnis, 8(1), 47–62. https://doi.org/10.35891/jsb.v8i1.2635
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Richard D. Irwin, Inc. https://doi.org/10.51170/jtmam.v1i02.114
Pamungkas, B. A., Endra, E. D. N., & Raharjo, G. D. (2022). Perancangan strategi pemasaran UMKM studi pada UMKM Boneky. Journal of Research on Business and Tourism, 2(1), 57–68. https://doi.org/10.37535/104002120225
Siregar, A., Rizki, O., Rahmitasari, N., & Berilfransisco. (2026). Analisis strategi pemasaran digital UMKM kuliner. Jurnal Media Komunikasi Ilmu Ekonomi, 42(2), 102–111. https://doi.org/10.58906/melati.v42i2.339
Suraya, F., Maharani, D. G., Rachmawati, H., Putri, D. M. Y., & Sari, R. A. (2021). Peran digital marketing dan packaging dalam meningkatkan produktifitas UMKM. Jurnal Puruhita, 3(2). https://doi.org/10.15294/puruhita.v3i2.53100
Suyanti, E., Suciati, E. W., Sahna, E. N., Fitriani, E., & Sukma, Y. N. (2023). Pendampingan strategi pemasaran digital untuk meningkatkan daya saing Callalily Artisan. https://doi.org/10.30762/welfare.v2i1.846
Tabroni, T., & Komarudin, M. (2021). Strategi promosi produk melalui digital marketing bagi UMKM terdampak pandemi COVID-19 berdasarkan keputusan konsumen. Jurnal Riset Entrepreneurship, 4(1), 49–57. https://doi.org/10.30587/jre.v4i1.2217
Wijaya, L. C., Nathania, N. A., Andrianto, T., Karangan, A. Y., & Setiawan, B. (2023). Analisis studi kelayakan bisnis UMKM pada usaha biji kopi Spopi. Universitas Pradita. https://doi.org/10.70234/9gh60b68
