The Digital Marketing through E-commerce at Small and Medium-Sized Enterprises (SMEs) in the Culinary Sector in Pekanbaru

Lita Arfah; Jon Kenedi; Marro’aini; Dian Martha Darman; Nur Sakinah

doi:10.36378/internationalconferenceuniks.v2i1.3828

Lita Arfah Manajemen Bisnis Syariah, STAI Al-Kifayah Riau
Jon Kenedi Manajemen Bisnis Syariah, STAI Al-Kifayah Riau
Marro’aini Manajemen Bisnis Syariah, STAI Al-Kifayah Riau
Dian Martha Darman Manajemen Bisnis Syariah, STAI Al-Kifayah Riau
Nur Sakinah Manajemen Bisnis Syariah, STAI Al-Kifayah Riau

DOI: https://doi.org/10.36378/internationalconferenceuniks.v2i1.3828

Keywords: Digital Marketing, E-commerce, Culinary Sector

Abstract

This study investigates the impact of e-commerce digital marketing on sales performance in the culinary sector in Pekanbaru, with a specific emphasis on Small and Medium-Sized Enterprises (SMEs). The primary objectives are to understand the implementation process of digital marketing strategies, identify the challenges faced by small and medium-sized firms (SMEs), and evaluate the effectiveness of these strategies in enhancing sales performance. The study employs a qualitative methodology. The study involved conducting semi-structured interviews with a total of 78 persons, encompassing business owners, managers, marketing professionals, digital marketing experts, and representatives from e-commerce platforms. The subjects were selected by purposive sampling. Thematic analysis was employed to evaluate the qualitative data and identify prominent themes and patterns.The results indicate a significant and positive impact of digital marketing and e-commerce on sales performance. A substantial number of small and medium-sized firms (SMEs) reported an increase in customer engagement, higher sales statistics, and improved revenue growth. The strategies that have been demonstrated to be most successful are social media marketing, search engine optimization (SEO), and content marketing. However, small and medium-sized firms faced challenges such as limited resources, lack of specialized expertise, and fierce competition. Despite these obstacles, digital marketing and e-commerce were shown to offer substantial opportunities for growth and market expansion, surpassing the challenges.

Downloads

Download data is not yet available.

References

[1] D. W. Apriandi, N. Najmudin, N. B. Karnowati, and F. A. Prakoso, “How Digital Payment And Social Media Marketing Affect Purchase Decisions Of Subang Culinary SME Customer, Indonesia,” Int. J. Sci. Technol. Manag., vol. 4, no. 4, pp. 768–773, 2023, doi: 10.46729/ijstm.v4i4.861.
[2] W. L. Hardilawati, N. Farhanidhya, and H. T. Hinggo, “The Effect of Market Orientation, E-Commerce, and Product Innovation on Marketing Performance in MSMEs Culinary Sector,” J. Manaj. Teknol., vol. 22, no. 2, pp. 168–181, 2023, doi: 10.12695/jmt.2023.22.2.4.
[3] D. Novianti, G. S. Rochmah, and S. E. Fatimah, “The role of digital marketing to create competitive advantage to improve micro business performance,” Int. J. Innov. Technol. Soc. Sci., no. 2(42), 2024, doi: 10.31435/rsglobal_ijitss/30062024/8165.
[4] M. H. N. Al-Bakry, “CHALLENGES AND OPPORTUNITIES FOR SMEs IN DEVELOPING MODERN CULINARY,” J. Impresi Indones., 2024, doi: 10.58344/jii.v3i1.4495.
[5] Marsdenia and K. A. Safitri, “Performance of culinary SMEs and literacy digitalizations: An evidence from culinary SMEs in Indonesia,” J. Manag. info, vol. 9, no. 4, pp. 510–518, 2023, doi: 10.31580/jmi.v9i4.2725.
[6] A. Enaifoghe, “Enhancing Small and Medium Enterprises (SMEs) in a Globalized and Innovative Economy: Challenges and Opportunities,” Int. J. Business, Econ. Soc. Dev., vol. 5, no. 2, pp. 130–138, 2024, doi: 10.46336/ijbesd.v5i2.655.
[7] A. Adinata, M. Sholahuddin, R. Kuswati, and Wiyadi, “The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo,” J. Humanit. Soc. Sci. Stud., 2023, doi: 10.32996/jhsss.2023.5.12.15.
[8] A. Adinata, M. Sholahuddin, R. Kuswati, and Wiyadi, “The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo,” J. Humanit. Soc. Sci. Stud., 2023, doi: 10.32996/jhsss.2023.5.12.15.
[9] D. Erdiana, N. F. D. Sari, A. Asari, and M. Y. R. Pandin, “Dampak Digital Ekonomi Melalui Platform E- Commerse Terhadap Ketahanan Keuangan pada UMKM di Pasar Menganti,” Econ. Rev. J., vol. 3, no. 2, 2024, doi: 10.56709/mrj.v3i2.324.
[10] J. B. Halik, J. Lintang, and E. H. B. Patandean, “The role of employee productivity through digitalization in increasing the performance of culinary SMEs,” Brazilian J. Dev., vol. 10, no. 2, pp. e67397–e67397, 2024, doi: 10.34117/bjdv10n2-047.
[11] I. I. Lyakh, “Application of digital entrepreneurship platforms in small and medium-sized businesses,” Actual Probl. Econ., vol. 1, no. 262, pp. 6–11, 2023, doi: 10.32752/1993-6788-2022-1-262-6-11.
[12] A. M. Gau and N. Saleh, “Exploring e-Commerce Potential: Improving Sales Performance Through Product Innovation in The Agriculture Sector,” J. Econ. Resour., vol. 7, no. 1, pp. 47–56, 2024, doi: 10.57178/jer.v7i1.836.
[13] W. S. University, “Empowerment of Cross-Border E- Commerce Platforms for Small and Medium-Sized Enterprises: Evidence from China,” J. Business-to-bus. Mark., vol. 30, no. 1, pp. 33–44, 2023, doi: 10.1080/1051712x.2023.2175633.
[14] B. H. Sugiharto, “The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0,” Product. (New Delhi), 2024, doi: 10.62207/80ndq458.
[15] Z. Fan, Y. Wang, and Z. Ying, “Empowerment of Cross- Border E-Commerce Platforms for Small and Medium- Sized Enterprises: Evidence from China,” J. Business-to- bus. Mark., vol. 30, pp. 33–44, 2023, doi: 10.1080/1051712X.2023.2175633.
[16] H. Tilton, “Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective,” Sustainability, vol. 14, no. 1, p. 463, 2022, doi: 10.3390/su14010463.
[17] Y. T. A. Candra and A. M. A. Pabulo, “Pengaruh e- payment services dan e-commerce services terhadap kinerja umkm yang dimediasi oleh digitalization knowledge ‘studi kasus pada umkm food and beverage di daerah istimewa yogyakarta,’” J. Ekon. bisnis dan Manaj., 2024, doi: 10.36987/ecobi.v11i1.5296.
[18] D. I. C. Melo, G. A. Queiroz, P. N. A. Junior, T. B. D. Sousa, W. F. Yushimito, and J. M. L. B. Pereira, “Sustainable digital transformation in small and medium enterprises (SMEs): A review on performance,” Heliyon, vol. 9, no. 3, pp. e13908–e13908, 2023, doi: 10.1016/j.heliyon.2023.e13908.
[19] W. L. Hardilawati, N. Farhanidhya, and H. T. Hinggo, “The Effect of Market Orientation, E-Commerce, and Product Innovation on Marketing Performance in MSMEs Culinary Sector,” J. Manaj. Teknol., vol. 22, no. 2, pp. 168–181, 2023, doi: 10.12695/jmt.2023.22.2.4.
[20] D. Novianti, G. S. Rochmah, and S. E. Fatimah, “The role of digital marketing to create competitive advantage to improve micro business performance,” Int. J. Innov. Technol. Soc. Sci., no. 2(42), 2024, doi: 10.31435/rsglobal_ijitss/30062024/8165.
[21] T. I. Ijomah, C. Idemudia, N. L. Eyo-Udo, and K. F. Anjorin, “Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth,” Int. J. Manag. Entrep. Res., vol. 6, no. 7, pp. 2173–2188, 2024, doi: 10.51594/ijmer.v6i7.1265.
[22] N. Nurlina, “The Effect Of Digital Literacy And Business Strategy On The Performance Of Micro, Small, And Medium Enterprises (MSMES) In Culinary Industry In Padang City,” Int. J. Progress. Sci. Technol., 2023, doi: 10.52155/ijpsat.v38.2.5291.
[23] J. M. Santos-Jaen, F. Gimeno-Arias, A. León-Gómez, and M. Palacios-Manzano, “The Business Digitalization Process in SMEs from the Implementation of e- Commerce: An Empirical Analysis,” J. Theor. Appl. Electron. Commer. Res., 2023, doi: 10.3390/jtaer18040086.
[24] M. Z. Asikin, M. O. Fadilah, W. E. Saputro, O. Aditia, and M. M. Ridzki, “The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises,” Int. J. Soc. Serv. Res., 2024, doi: 10.46799/ijssr.v4i03.749.
[25] N. Wahyudin, N. Herlissha, Christianingrum, and D. R. Aldiesi, “The Utilization of E-Commerce and QRIS as Digital Payment Tools to Improve Sales Performance through Competitive Advantage in MSME,” J. Consum. Sci., vol. 7, no. 2, pp. 134–147, 2022, doi: 10.29244/jcs.7.2.134-147.
[26] U. R. Aswin, L. Gustina, and M. R. Dianti, “Digitalisasi Marketing Sebagai Strategi dalam Meningkatkan Penjualan UMKM Kuliner di Cafe Uniang Pasca Pandemi Covid - 19 : GOFOOD DAN SHOPEEFOOD,” J. Pemberdaya., 2023, doi: 10.47233/jpmittc.v2i2.1042.
[27] A. Zavala-Huerta, “Implementation of an e-commerce sales channel for small and medium- sized businesses,” Rev. Adm. y Finanz., pp. 6–13, 2023, doi: 10.35429/jaf.2023.27.10.6.13.