Trend Bisnis Digital UMKM Sate Madura Cak Ardi: Analisis Strategi Promosi dalam Perkembangan Kewirausahaan Pendampingan di Kota Malang
DOI:
https://doi.org/10.37481/jmeb.v6i2.1859Keywords:
Digital marketing, MSMEs, Promotion strategy, Business mentoring, EntrepreneurshipAbstract
The acceleration of digitalization has created both opportunities and challenges for micro, small, and medium enterprises (MSMEs), particularly traditional culinary businesses that face intense market competition and changing consumer behavior. Many MSMEs still experience limitations in digital literacy and promotional management, which hinder their business growth and sustainability. This study aims to analyze digital business trends and examine digital promotional strategies implemented by UMKM Sate Madura Cak Ardi in supporting entrepreneurial development through business assistance in Malang City. The research employed a qualitative descriptive approach using participatory methods. Data were collected through in-depth interviews, direct observation, and documentation during the mentoring process. The findings show that the adoption of digital platforms, including social media marketing, online food delivery services, digital payment systems, and Google Business Profile, significantly improved business visibility, customer engagement, and operational efficiency. Promotional strategies such as content-based marketing, visual branding, customer reviews, and promotional campaigns proved effective in strengthening brand identity and expanding market reach. Moreover, entrepreneurial mentoring enhanced the owner’s managerial capabilities and adaptability to digital market dynamics. This study concludes that the integration of digital promotional strategies supported by structured business assistance plays a vital role in strengthening the competitiveness and sustainability of traditional MSMEs in the digital era.
References
Creswell, J. W., & Poth, C. N. (2019). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Thousand Oaks, CA: Sage Publications.
Firmansyah, A. (2019). Pemasaran produk dan merek. Surabaya: Qiara Media.
Hardani, Auliya, N. H., Andriani, H., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Ria, R. A. (2020). Metode penelitian kualitatif & kuantitatif. Yogyakarta: Pustaka Ilmu.
Hidayat, A., & Pramesti, D. (2021). Implementasi pembayaran digital pada UMKM melalui QRIS. Jurnal Manajemen dan Bisnis, 10(2), 145-156.
Kurniawan, D., & Prasetyo, H. (2020). Transformasi digital UMKM dalam menghadapi persaingan global. Jurnal Administrasi Bisnis, 8(2), 95-104.
Lestari, A., & Putra, D. (2021). Digital marketing strategy for small businesses in Indonesia. Journal of Business and Entrepreneurship, 5(2), 112-124.
Maulana, R., & Fitria, N. (2021). Peran pendampingan usaha terhadap adopsi inovasi digital UMKM. Jurnal Kewirausahaan dan Bisnis, 6(1), 33-44.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). Thousand Oaks, CA: Sage Publications.
Moleong, L. J. (2021). Metodologi penelitian kualitatif (Edisi revisi). Bandung: Remaja Rosdakarya.
Nugroho, A., & Handayani, T. (2022). Pengaruh identitas visual terhadap kepercayaan konsumen UMKM. Jurnal Manajemen Pemasaran, 16(2), 101-112.
Pradana, M., & Wijaya, R. (2021). Strategi promosi digital dan loyalitas pelanggan UMKM. Jurnal Ilmu Manajemen, 9(3), 210-221.
Putri, R. D., & Santoso, W. (2022). QRIS sebagai inovasi sistem pembayaran digital pada UMKM di Indonesia. Jurnal Ekonomi dan Kewirausahaan, 20(1), 55-64.
Rahman, F., & Wibowo, A. (2020). UMKM dan transformasi digital: Peluang dan tantangan. Jurnal Ekonomi dan Bisnis, 14(1), 45-58.
Saputra, A. (2022). Optimalisasi Google My Business untuk meningkatkan visibilitas UMKM. Jurnal Manajemen dan Bisnis, 9(2), 112-120.
Sari, M., & Widodo, A. (2021). Digitalisasi transaksi UMKM melalui QRIS: Peluang dan tantangan. Jurnal Pengabdian Masyarakat, 3(3), 210-218.
Sugiyono. (2019). Metode penelitian kualitatif. Bandung: Alfabeta.
Susanti, E., & Sari, R. P. (2021). Adopsi teknologi digital dan kinerja UMKM. Jurnal Ekonomi Modernisasi, 17(1), 45-56.
Utami, S., & Raharja, S. J. (2020). Model pendampingan kewirausahaan berbasis kebutuhan UMKM. Jurnal Pengembangan Wiraswasta, 22(2), 89-98.
Widyaningrum, R. (2022). Pemanfaatan media sosial sebagai strategi promosi UMKM kuliner. Jurnal Pemasaran Indonesia, 9(3), 150-162.
Wulandari, S. (2021). Pemanfaatan teknologi digital bagi UMKM dalam pengembangan pemasaran. Jurnal Pengabdian Kepada Masyarakat, 5(1), 45-53.
Yin, R. K. (2021). Case study research and applications: Design and methods (6th ed.). Thousand Oaks, CA: Sage Publications.
Yusuf, M., & Hamzah, A. (2020). Media sosial sebagai sarana promosi UMKM di era digital. Jurnal Komunikasi Bisnis, 5(1), 60-71.
