Digital Marketing dan Performa Bisnis Kuliner
Studi pada Warung Gongso Tuan Muda di Kabupaten Sleman, Yogyakarta
DOI:
https://doi.org/10.55606/jurimbik.v6i2.2036Keywords:
business performance; digital marketing; social media; culinary SMEsAbstract
This study analyzes the business performance of Warung Gongso Tuan Muda in Sleman Regency, Yogyakarta, from marketing, operational, human resource, and financial perspectives, and evaluates the implementation and effectiveness of online marketing strategies and social media use. Using descriptive qualitative method with data collection through observation, interviews, and analysis of sales and financial reports from January to August 2025, the results showed positive performance growth with 177% revenue increase and cumulative profit of IDR 42.5 million. Digital marketing strategies through GoFood, GrabFood, and ShopeeFood platforms, along with influencer collaboration, significantly increased brand awareness and sales. However, promotional effectiveness can still be improved through more efficient budget management, data-based evaluation, and social media content innovation. Operations and human resources run efficiently with adaptive workforce support and performance-based reward systems. Financial conditions show stability and strong growth potential for business sustainability. This study recommends strengthening analytics-based marketing strategies and consistency in digital content publication. For culinary SMEs, integration between online promotion and offline services is a key success factor.
References
Ayokunmi, L. A., Semah, N. A. A., Rashid, U. K., & Mohamad, A. (2025). The Role of Social Media Marketing as an ICT Tool in Improving Supply Chain Sustainability of SMEs: A Systematic Literature Review. Procedia Computer Science, 253.
Cho, M., Yun, H., & Ko, E. (2023). Contactless marketing management of fashion brands in the digital age. European Management Journal, 41.
Fustè-Fornè, F., & Filimon, N. (2025). From post to table: The social media marketing of food tourism. Journal of Hospitality and Tourism Management, 39.
Hsiao, Y.-H., & Lin, Y.-Y. (2025). Decoding influencer marketing effectiveness on instagram: Insights from image, text, and influencer features. Journal of Retailing and Consumer Services, 85.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing. Pearson.
Mahliza, I., Husein, A., & Gunawan, T. (2020). Analisis Strategi Pemasaran Online. Al-Sharf Jurnal Ekonomi Islam, 1.
Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. Research in Business & Social Science, 10, 35.
Persada, S. F., Kumalasari, R. D., Santi, M., Lukiyanto, K., Putri, G. S., Ramadhan, C. A., Young, M. N., & Prasetyo, Y. T. (2024). How Social Media Reacting to Bakso Malang as Culinary Business on Post Covid 19: A Sentiment Analysis. Seventh Information Systems International Conference, 234.
Rohit, S., Ranjan, K. R., & Shainesh, G. (2025). Service marketing mix and customer engagement: A meta-analysis. Journal of Business Research, 194.
Sundari, E., & Hanafi, I. (2023). MANAJEMEN PEMASARAN. UIR PRESS.
Taufik, E.R. (2023). Konsep Inti MANAJEMEN PEMASARAN. Media Edukasi Indonesia.
Zhang, L., & Erturk, E. (2022). Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study. Social Sciences & Humanities Open, 6.
Zhong, B., Deng, J., & Liu, X. (2025). Analyzing the influence of TikTok on sustainable choices: the moderating role of environmental consciousness. Acta Psychologica, 258.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
