The Impact of Digital Marketing Strategies on Sales Volume Growth in Culinary MSMEs in Surabaya
Main Article Content
Abstract
This study aims to analyze the impact of digital marketing strategies on the sales volume growth of Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector in Surabaya. The development of digital technology has encouraged MSME actors to utilize various digital platforms such as social media, e-commerce, and food delivery applications to expand market reach and increase sales volume. This research employs a quantitative approach with data collected through questionnaires and documentation studies involving several culinary MSMEs actively implementing digital marketing strategies. The findings show that the use of social media, online promotions, and collaboration with digital platforms has a significant influence on sales growth. These findings confirm H1, supporting the conclusion that digital marketing strategies have a statistically significant and positive impact on the growth of sales volume in culinary MSMEs in Surabaya. These findings strongly suggest that digital marketing not only improves brand visibility but also directly contributes to increased sales volume, especially when combined with consistent promotional activities and accessible ordering channels. The model explains approximately 63% of the variation in sales growth among culinary MSMEs, suggesting that digital marketing is a strong predictor of business performance in this sector. These results indicate that digital marketing is an effective strategy for supporting the growth of culinary MSMEs, especially in facing a competitive and dynamic market environment. The following recommendations are proposed: Business owners should be encouraged to improve their understanding of digital marketing concepts, including content creation, customer engagement strategies, platform analytics, and campaign planning. This can be facilitated through workshops, online tutorials, and peer learning initiatives tailored to MSMEs.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
References
Afiani, D. N., Pauzy, D. M., & Risana, D. (2024). The Influence Of Korean Wave Brand Ambassadors, Brand Image And Brand Awareness On The Purchase Decision Of Somethinc Products (Survey on Somethinc Product Consumers in Tasikmalaya City). Journal of Management, Economic, and Accounting, 3(2), 389-402.
Afiff, S. A., & Hardiyansyah, R. (2021). Pengaruh Pemasaran Digital terhadap Loyalitas Konsumen pada UMKM Kuliner. Jurnal Ekonomi dan Bisnis, 18(1), 34–44. https://doi.org/10.31289/jeb.v18i1.2546
Aini, R. N., & Rahmawati, I. (2020). Strategi Branding melalui Instagram pada UMKM Makanan. Jurnal Ilmu Komunikasi, 8(2), 101–112. https://doi.org/10.33366/jik.v8i2.2135
Andari, T. T., Irfansyah, A., & Gunawan, R. (2024). Pengaruh citra merek dan brand ambassador terhadap keputusan pembelian di Lazada melalui kepercayaan konsumen. Jurnal Ekonomi dan Bisnis, 12(1), 51–63.
Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer Relationship Management and Big Data Enabled: Personalization & Customization of Services. Applied Computing and Informatics, 15(2), 94–101. https://doi.org/10.1016/j.aci.2018.05.001
Aprilia, R., & Suharyono, S. (2018). Efektivitas Media Sosial dalam Meningkatkan Penjualan Produk UMKM. Jurnal Administrasi Bisnis, 61(2), 25–30.
Asnada, R. T. (2024). The effect of corporate social responsibility disclosure, firm size, and financial factors on profitability of telecommunication companies listed on Indonesia stock exchange 2016-2021 (Doctoral dissertation, Sekolah Tinggi Manajemen IPMI).
Astuti, E. S., & Nugroho, Y. (2022). Analisis Pengaruh Pemasaran Digital terhadap Kinerja UMKM di Era Pandemi. Jurnal Ilmu Manajemen Terapan, 7(1), 44–53. https://doi.org/10.9744/jimt.v7i1.44
Breidbach, C. F., & Brodie, R. J. (2017). Engagement platforms in the sharing economy: Conceptual foundations and research directions. Journal of Service Theory and Practice, 27(4), 761-777.
Candra, M. R., & Prasetyo, T. A. (2021). Strategi Promosi Digital dan Dampaknya terhadap Peningkatan Penjualan UMKM Kuliner. Jurnal Riset Ekonomi dan Bisnis, 14(3), 229–238.
Dellarosa, I., Widyarini, L. A., & Gunawan, E. T. (2025). THE IMPACT OF KOREAN CELEBRITY ENDORSER AND ONLINE CUSTOMER REVIEW ON SOMETHINC CUSTOMER PURCHASE INTENTION MEDIATED BY BRAND IMAGE. Business and Finance Journal, 10(1), 28-45.
Dewi, K. T., & Winarningsih, S. (2020). Peran Digital Marketing dalam Meningkatkan Daya Saing UMKM. Jurnal Ilmu Ekonomi dan Sosial, 9(2), 87–95.
Faradhilah, N. N., & Santoso, B. (2025). The Implementation of Information Technology to Enhance Operational Efficiency-A Case Study at Energy Companies in North Jakarta. International Journals of Energy Economics and Financial Analysis (IJEEFA), 1(1), 11-19.
Febrica, C. F., & Trianasari, N. (2020). Analisis Perbandingan Kualitas Pelayanan Dan Bauran Pemasaran Pada Layanan Go-food Dan Grab Food Di Pulau Jawa. eProceedings of Management, 7(2).
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Hariyanto, R., & Putri, D. F. (2019). Pengaruh Penggunaan Instagram terhadap Keputusan Pembelian Konsumen UMKM Makanan. Jurnal Bisnis Kreatif dan Inovatif, 6(2), 93–102.
Iskandar, D., & Pramudito, A. (2022). Peningkatan Volume Penjualan melalui Marketplace pada UMKM Sektor Kuliner. Jurnal Pengembangan UMKM, 4(1), 55–64.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.
Kusuma, D., & Sari, F. N. (2021). Analisis Perilaku Konsumen pada Konten Pemasaran UMKM Kuliner di Media Sosial. Jurnal Ilmu Sosial dan Humaniora, 10(3), 201–209.
Maulida, N., & Haryanto, J. O. (2023). Peran Konten Visual dalam Digital Branding Produk Makanan. Jurnal Komunikasi Pemasaran, 4(1), 88–96.
Mulyani, S., & Latifah, R. (2022). Pengaruh Digitalisasi terhadap Pendapatan UMKM Kuliner: Studi Kasus Surabaya. Jurnal Ekonomi Daerah, 3(2), 45–56.
Novita, D., & Santoso, B. (2025). Purchasing Strategy and Its Impact on Raw Material Procurement in Manufacturing Companies. International Journals of Energy Economics and Financial Analysis (IJEEFA), 1(1), 1-10.
Oktaviana, M., Nurhalim, A. D., & Hernawati, E. (2021). An Analysis Of Go-Food, Grabfood, And Shopeefood Utilization To Improve Customer Loyalty On Home-Based Business Owners In Tangerang City. Primanomics: Jurnal Ekonomi & Bisnis, 19(3), 1-10.
Putra, H. S. (2021). Digitalisasi UMKM dan Aplikasi Layanan Antar: Solusi di Tengah Pandemi. Jurnal Ekonomi dan Inovasi, 7(1), 60–72.
Putri, G. T. M., & Santoso, B. (2024). Sistem Investasi di Indonesia. TOMAN: Jurnal Topik Manajemen, 1(2), 303-316.
Rungkat, A., Pendong, M., Tumiwang, M., Mamuaya, I., & Asaloei, S. I. (2024). Pengaruh Promosi dan Diskon Terhadap Kepuasan Pelanggan Grabfood dan Gofood: Studi Kasus Mahasiswa Universitas Sam Ratulangi. Jurnal Lentera Bisnis dan Kewirausahaan, 1(1), 20-26.
Rusminah, H. S., Hilmiati, H., Ilhamuddin, M., & Serip, S. (2023). Analisis Perbandingan Loyalitas Konsumen Gofood Dan Grabfood Pada Generasi Milenial. Jurnal Sosial Ekonomi dan Humaniora, 9(4), 393-399.
Sa’adah, F., & Mardhotillah, R. R. (2023). The Effect of Brand Ambassador, Brand Image, Brand Trust and E-WOM on Purchase Intention for Halal Skincare Product.(Study on Avoskin Skincare in Surabaya). Journal Of Halal Research, Policy, And Industry, 2(2).
Sabella, P., Murdiyan, M., & Wulandari, R. (2022). The influence of brand ambassador and social media marketing on purchase intention through brand image: Study on consumers of Sang Dewa Snack. International Journal of Applied Business and Marketing Research, 7(1), 15–27.
Santoso, B. (2025). Faktor-faktor yang Mempengaruhi Efisiensi dan Kinerja Bank Umum Syariah Indonesia: Two-Stage Method. Journal of Economic, Business and Engineering (JEBE), 6(2), 288-297.
Santoso, B., & Kasih, T. P. (2024). Green Lean Concept for Measurement of Sustainable Performance Mediated by Organizational Culture in Oil & Gas and Petrochemical Industry. International Review of Management and Marketing, 14(5), 88–100. https://doi.org/10.32479/irmm.16621
Santoso, B., & Legowo, N. (2014). Faktor-faktor kesuksesan e-learning dalam meningkatkan proses belajar mengajar di SMA Budi Mulia Karawang. Online at: https://www.academia.edu/34714944
Santoso, B., & Sihab, A. (2024). Strategi Pemasaran Digital untuk UMKM di Kota Cilegon. Jurnal Manajemen Teknik, 2(1).
Santoso, B., Dewi, F.M., Yusmaniarti, Wanget, S.A.W., Nirawati, R. dan Utomo, B. (2024). Metode Penelitian. Bengkulu: CV. Qianzy Sains Indonesia.
Santoso, B., Dewi, F.M., Yusmaniarti, Wanget, S.A.W., Nirawati, R. dan Utomo, B. (2024). Metode Penelitian. Bengkulu: CV. Qianzy Sains Indonesia.
Santoso, B., Fatchurohin, N. R., Asnada, R.T., & Nurdin, M. A. (2022). The Role of Community Service in Post-Covid-19 Economic Recovery Through Msme Program. Gema Ekonomi,1(1). https://journal.unigres.ac.id/index.php/GemaEkonomi/article/view/1781
Santoso, B., Fithri, P., Nurmalawati, Andriani, M., Sembiring, A.C., & Tampubolon (2025). Pengantar Sistem Informasi: Konsep, Teori, dan Aplikasi. Bengkulu: CV. Qianzy Sains Indonesia.
Santoso, B., Luqman Hakim, L., & Yuli Zain, Y. Z. (2023). JURNAL INTERNATIONAL BEREPUTASI: VALUATION OF EFFICIENCY VALUE AND ITS IMPLICATIONS ON RETURN ON ASSETS OF SHARIA COMMERCIAL BANKS IN INDONESIA. Seybold Report, 18(9), 778-798.
Santoso, B., Sidharta, E. A., & Wardini, A. K. (2020). The impact of fundamental factors on stock return of the engineering and construction services company. Jurnal Organisasi dan Manajemen, 16(2), 158-170.
Santoso, B., Susanti, M., & Purnawan, R. (2024). Analisis Data Kualitatif dengan NVivo: Panduan Teori dan Praktik. Bengkulu: CV. Qianzy Sains Indonesia.
Santoso, B., Susanti, M., Sari, D.P. (2024). Pengantar Sistem Informasi Manajemen. Bengkulu: CV. Qianzy Sains Indonesia
Saputra, Y., & Wulandari, R. (2020). Peran Digital Marketing dalam Meningkatkan Daya Saing UMKM. Jurnal Manajemen dan Pemasaran Jasa, 13(1), 13–23.
Satriadi, S., Santoso, B., Susilo, N., Pratiwi, A., & Silvia, S. (2022). Pengembangan UMKM Nuri’s Cakes and Cookies Melalui Teknik Digital Payment dengan Aplikasi Pembayaran QRIS. Community: Jurnal Pengabdian Pada Masyarakat, 2(2), 29-36.
Soka, V., Kurniawati, M., Salean, D., & Bunga, M. (2025). Pengaruh brand ambassador terhadap minat beli pengguna aplikasi Shopee dengan citra merek sebagai variabel intervening (Studi kasus pada pengguna aplikasi Shopee di Kota Kupang). GLORY: Jurnal Ekonomi dan Ilmu Sosial, 6(2), 655–667.
Suhartini, T., & Nugroho, W. (2019). Strategi Komunikasi Pemasaran UMKM melalui Media Sosial. Jurnal Ilmu Komunikasi, 7(1), 45–54.
Syam, A. R., & Santoso, B. (2025). Strategic Analysis of Shopee’s Business Approach in Navigating E-Commerce Competition in Indonesia. International Journal of Accounting and Business Administration (IJABA), 1(1), 1-9.