Strategi Pemasaran Digital UMKM Kuliner di Era Ekonomi Digital: Systematic Literature Review

Abstract

Efforts to expand customer networks and enhance the bargaining power of culinary MSMEs are currently driven by the adoption of digital marketing technologies amidst the rapid growth of the digital economy. Various studies indicate that the use of digital platforms, marketing innovation, online reviews, digital branding, consumer trust, and consumer behavior all contribute to the success of digital marketing. This study examines and synthesizes research findings regarding digital marketing strategies for culinary SMEs in the digital economy era, employing a Systematic Literature Review (SLR) methodology. Through the identification, assessment, and synthesis of relevant studies, the data were analyzed using a qualitative descriptive approach. The review reveals that successful digital marketing strategies depend not only on the use of digital technology but also on the ability of MSME operators to manage customer feedback, improve service quality, build brand reputation, and deliver satisfying customer experiences. Integrating these elements helps foster customer loyalty and trust while influencing purchasing decisions. Therefore, in the digital economy era, well-integrated digital marketing strategies can play a pivotal role in enhancing the competitiveness and sustainability of culinary MSMEs.