Article Sidebar

Download
PDF
Statistic
Read Counter : 0 Download : 0

Main Article Content

Abstract

Makanan kaki lima memang kerap menggoda, namun pembeli kerap berpikir dua kali untuk membelinya karena kebersihannya. Namun, ketika sudah dipoles dan dikelola dengan manajemen modern, serta diberi sentuhan pemasaran digital, kemasan dan tampilan kekinian produk kuliner kaki lima berhasil tampil lebih menarik dan meningkatkan permintaan pelanggan untuk membeli. Hal ini terlihat dari produk “Ketoprak Jack D”, di Tangerang Selatan. Dikelola oleh kakak beradik anak-anak tokoh masyarakat ini berhasil menggaet banyak pelanggan baru, menunjukkan peningkatan kepuasan pelanggan yang signifikan dengan desain kemasan dan kinerja pemasaran digitalnya. Penggunaan hashtag yang efektif di Instagram meningkatkan jangkauan ke non-followers. Termasuk membuka lapak di Shopee. Program ini berhasil mengidentifikasi strategi penting dalam branding dan pemasaran digital yang dapat diterapkan untuk meningkatkan kinerja usaha kuliner. Pengabdian masyarakat ini bertujuan untuk mendampingi dan mendorong laju pertumbuhan industri yang diteliti.

Keywords

Branding Kuliner Pemasaran Digital Strategi Digital Desain Kemasan Analisis SWOT

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Arumi, P., Madihah, S., Apriyanthi, R., Haryanti, E., Haque, M. G., & Sunarsi, D. (2024). Ketoprak Makanan Jalanan Menjadi ’Gedongan’: Strategi Branding Dan Pemasaran Digital. Jurnal Peradaban Masyarakat, 4(5), 273–286. https://doi.org/10.55182/jpm.v4i5.509

References

  1. Balakrishnan, B. K. P., Dahnil, M. I., & Yi, W. J., 2017. The impact of social media marketing medium toward purchase intention and brand loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, pp.177-185.
  2. BPS Kota Tangsel, 2024. Produk domestik regional bruto Kota Tangerang Selatan menurut lapangan usaha 2019-2023. Tangerang Selatan: BPS (Badan Pusat Statistik). Available at: https://tangselkota.bps.go.id/id/publication/2024/04/04/e1e8e6c00cd7f0369e14b39e/produk-domestik-regional-bruto-kota-tangerang-selatan-menurut-lapangan-usaha-2019-2023.html [Accessed 1 September 2024].
  3. Chaffey, D., & Ellis-Chadwick, F., 2019. Digital marketing. London: Pearson.
  4. De Vries, L., Gensler, S., & Leeflang, P. S., 2017. Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), pp.1-15.
  5. Fernandez, A., et al., 2020. The impact of digital marketing in the food industry. International Journal of Food Marketing, 5(2), pp.22-35.
  6. Gupta, S., & Yadav, P. K., 2016. Impact of digital marketing on food service industry. International Journal of Scientific Research and Management, 4(5), pp.3918-3927.
  7. Harrigan, P., Evers, U., Miles, M., & Daly, T., 2017. Customer engagement with tourism social media brands. Tourism Management, 59, pp.597-609.
  8. Haque, M. G., 2019. Muslimin Vietnam dan industri halalnya: Mereka juga belajar ke LPPOM MUI. Bekasi: Gramata.
  9. Haque, M. G., 2024. Mie Aceh “M”: A SMEs halal culinary strategy in Jakarta. Journal Syntax Idea, 6(2), pp.794-813.
  10. Haque, M. G., Munawaroh, M., & Sunarsi, D., 2020. Analysis of SMEs culinary marketing strategy during Covid 19 pandemic: A study at “Sate Bebek Cilegon” resto in Cilegon, Banten. International Journal of Education, Information Technology, and Others, 3(2), pp.447-451.
  11. Haque, M. G., Nurjaya, N., Afandi, A., Erlangga, H., & Sunarsi, D., 2021. Micro financial sharia non-bank strategic analysis: A study at BMT Beringharjo, Yogyakarta. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), pp.1677-1686.
  12. Haque, M. G., Yasir, M., Suradji, R., & Istianingsih, 2024. Benefits of SWOT analysis in marketing strategy for sustainable business management. Return: Study of Management, Economic and Business, 3(3), pp.1-5.
  13. Haque, M. G., 2024. Vietnamese Phở restaurant choices: Halal culinary lifestyle in the people of Jakarta-West Java-Banten. Jurnal Syntax Transformation, 5(3), pp.724-732.
  14. Haque, M. G., Rimadias, S., Nelmida, N., Andriani, M., Putri, V. R., Sparta, S., Zulfison, Z., & Haryanti, E., 2024. Vietnam entrepreneurship digital transformation: A lesson learned from MSMEs in Hanoi and Ho Chi Minh City. Pascomsidev (Pasundan Community Service Development), 2(1), pp.25-32.
  15. Haque, M. G., Saville, R., Simatupang, B. M., Rimadias, S., & Sunarsi, D., Manajemen literasi budidaya “teripang pasir (Holothuria scabra)” sebagai endanger species pada masyarakat nelayan Desa Sekotong, Lombok Barat. Jurnal Komunitas: Jurnal Pengabdian kepada Masyarakat, 7(1), pp.35-41.
  16. Haque, M. G., Suharto, B., Fatmawati, E., Sunarsi, D., & Rimadias, S., 2024. Manajemen pendampingan literasi halal UMKM dan pedagang kaki lima di Jember, Jawa Timur. JIPM: Jurnal Inovasi Pengabdian Masyarakat, 2(2), pp.58-67.
  17. Hudson, S., Huang, L., Roth, M. S., & Madden, T. J., 2016. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
  18. Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K., 2015. The influence of online brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 19(3), pp.99-128.
  19. Johnson, E., 2019. Visual branding and consumer perception. Journal of Brand Management, 26(1), pp.67-78.
  20. Kietzmann, J., Hermkens, K., McCarthy, I. P., & Silvestre, B. S., 2018. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 61(3), pp.443-451.
  21. Kim, W. G., Lim, H., & Brymer, R. A., 2016. The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 55, pp.165-171.
  22. Kotler, P., Keller, K. L., & Brady, M., 2017. Marketing management (15th ed.). London: Pearson.
  23. Leung, D., & Bai, B., 2015. Hotel social media marketing: A study on message strategy and its effectiveness. Journal of Travel & Tourism Marketing, 32(5), pp.685-698.
  24. Liu, D., Li, X., & Santhanam, R., 2019. Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, pp.27-41.
  25. Morrison, A. M., & Crane, F. G., 2018. Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 15(2), pp.71-85.
  26. Observerid.com, 2023. Rawon, a specialty dish of East Java, named the most delicious soup in the world by Taste Atlas. Available at: https://observerid.com/rawon-a-specialty-dish-of-east-java-named-the-most-delicious-soup-in-the-world-by-taste-atlas/ [Accessed 1 September 2024].
  27. Pantano, E., Priporas, C. V., & Stylos, N., 2017. 'You will like it!' using open data to predict tourists' response to a tourist attraction. Tourism Management, 60, pp.430-438.
  28. Park, C. H., Kim, Y. G., Kim, M. S., & Park, J., 2018. Consumer behavior and retail format choice dynamics in the context of the smart retail era. Journal of Retailing and Consumer Services, 40, pp.298-304.
  29. Sigala, M., 2017. Collaborative commerce in tourism: Implications for research and industry. Current Issues in Tourism, 20(4), pp.346-355.
  30. Smith, J., & Lopez, R., 2018. Culinary satisfaction and customer loyalty. Journal of Gastronomy and Tourism, 3(4), pp.217-230.
  31. Ströbel, T., & Schnittka, O., 2020. Consumer confusion and the role of front-of-pack labeling. Journal of Product & Brand Management, 29(5), pp.602-614.
  32. Wijaya, S., 2019. Indonesian food culture mapping: A starter contribution to promote Indonesian culinary tourism. Journal of Ethnic Foods, 6(9), pp.1-11.