Implementing Digital Promotion for Culinary MSMEs: A Study of Nasi Goreng Gila in Subang
Digitalization, MSMEs, digital promotion, sales, online delivery platform
Keywords:
Digitalization, MSMEs, digital promotion, sales, online delivery platformAbstract
This study aims to analyze the implementation of digitalization in improving promotion and sales performance of the MSME Nasi Goreng Gila (Depan Tokma Subang City). The research is motivated by changes in consumer behavior in the digital era, where online food delivery platforms and digital payment systems have become an integral part of purchasing activities. This study employs a descriptive qualitative approach using in-depth interviews, observations, and documentation to obtain primary data from the business owner. The findings indicate that the integration of digital platforms such as GoFood, GrabFood, and ShopeeFood significantly enhances marketing performance by expanding promotion reach, increasing product visibility, and attracting new customers through search and recommendation features. In terms of sales, digitalization contributes to increased daily sales volume, transaction efficiency through QRIS digital payments, and sales stability during unfavorable conditions such as bad weather. However, challenges remain, including intense competition on digital platforms and reduced profit margins due to promotional costs. Overall, the study concludes that digitalization plays a strategic role in strengthening the competitiveness of culinary MSMEs and serves as an effective tool for improving promotion and sales performance in the digital era.
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