Penerapan Strategi Digital Marketing Dalam Pengembangan Peluang Bisnis Tempe Pak Mif Di Pekanbaru

Abstrak

This dedication to examine the implementation of digital marketing strategies in the development of a home-based tempeh business managed by Pak Mif in Pekanbaru City. Food-based MSMEs play an important role in supporting community economic resilience, yet they often face marketing constraints due to limited technological capabilities and a lack of promotional strategies. Using a descriptive qualitative approach, the research data were collected through in-depth interviews with the business owner. The results indicate that the utilization of digital marketing through Instagram, WhatsApp Business, TikTok, as well as marketplace platforms such as GoFood and GrabFood, has a positive impact on increasing business visibility, expanding market reach, and stabilizing daily sales. Digital marketing has also been proven to create new collaboration opportunities with other business actors while improving the cost efficiency of promotional activities. These findings confirm that marketing digitalization is a relevant and effective strategy for food-based MSMEs in enhancing competitiveness and business sustainability in the digital economy era.