Achmad Zulfikar Siregar, Fajar Maulana

Digital Marketing Strategy And Social Media For Culinary Business

Introduction

Digital marketing strategy and social media for culinary business. Learn how digital marketing strategies and social media boost culinary MSMEs. This study shows how online marketing replaces traditional methods, improving sales and consumer efficiency for businesses like Pala Nusantara.

Abstract

Social media users are currently an opportunity for Micro, Small and Medium Enterprises (MSMEs) to market their products, which is known as the previous digital marketing strategy, replacing traditional marketing strategies. The new digital marketing strategy was applied to the Pala Nusantara Small and Medium Enterprises, which previously only did marketing by offering products to stores. Assessment of effectiveness in digital marketing uses the theory of Marketing Communication Integration as a communication tool in conveying information to consumers. sales time by business owners can be done at any time, purchases can be made instantly so that for business owners using marketing on social media it becomes effective in terms of receipts from sales made and benefits for consumers, namely it is more efficient in buying products without having to go to the store. You need to understand that in building a culinary business, not only taste is the main thing for a culinary business. But also packaging, product photos, and so on are also the main attraction for potential buyers.

Review

This paper addresses a highly relevant and timely topic concerning the application of digital marketing strategies, specifically social media, for Micro, Small and Medium Enterprises (MSMEs) in the culinary sector. The abstract clearly identifies the shift from traditional to digital marketing as a crucial opportunity for businesses, exemplified by the case of Pala Nusantara. The stated aim to assess effectiveness using the theory of Marketing Communication Integration as a guiding framework is commendable, as is the identification of direct benefits for both business owners (e.g., flexible sales time, instant purchases) and consumers (e.g., efficient purchasing). Furthermore, the abstract rightly highlights the importance of factors beyond taste, such as packaging and product photos, in attracting potential buyers, demonstrating a practical understanding of culinary marketing. However, the abstract currently lacks sufficient detail regarding the methodology and the empirical evidence underpinning its claims. While it mentions the application of a new digital marketing strategy to Pala Nusantara and an "assessment of effectiveness," the specific methods employed for this assessment are not clearly articulated. For instance, how was the "effectiveness" quantitatively or qualitatively measured beyond anecdotal observations of sales time and instant purchases? What baseline data existed before the strategy was implemented, and what metrics were used to track changes? A more robust discussion of the research design – whether it was a case study, an intervention, or a quasi-experimental approach – would significantly strengthen the paper. Additionally, while Marketing Communication Integration is named as a theoretical lens, its explicit application in the *assessment* process is not fully elaborated, leaving a gap in understanding how theory informed the evaluation. To enhance the academic rigor and impact of this work, several improvements are suggested. The paper would greatly benefit from a more detailed outline of its methodology, including the specific social media platforms utilized, the nature of the digital marketing activities, and the data collection and analysis techniques employed. Providing concrete data, such as sales figures, customer engagement metrics, or conversion rates, before and after the strategy implementation would provide compelling evidence for the claimed effectiveness. Furthermore, the paper should elaborate on *how* the theory of Marketing Communication Integration specifically guided the design of the strategy and the subsequent assessment of its outcomes. A clearer articulation of these elements will not only substantiate the findings but also offer a more valuable contribution to the body of knowledge on digital marketing for MSMEs.

Full Text

Comments

You need to be logged in to post a comment.