Peran Digital Marketing dalam Meningkatkan Daya Saing UMKM Kuliner pada Yohana Kitchen Jakarta

Abstract

This study investigates the role of digital marketing in enhancing the competitive advantage of micro, small, and medium enterprises (MSMEs) in the culinary sector, with a focus on Yohana Kitchen in Jakarta. In the digital age, the utilization of social media and digital platforms has become a critical marketing strategy to broaden consumer reach and improve product visibility. A qualitative research method was employed, involving direct observation and in-depth interviews with the business owner. The results reveal that the strategic use of social media, websites, and online food delivery platforms significantly contributes to increased sales and customer loyalty. Digital marketing initiatives such as engaging content creation, targeted paid advertisements, and interactive customer engagement have proven effective in strengthening the business's market position. The findings underscore that digital marketing functions not merely as a promotional tool, but as a fundamental pillar in fostering competitiveness and sustainable growth for MSMEs in the highly dynamic culinary industry.