Optimization of Integrated Digital Marketing in The Marketing Strategy of MSME Culinary Tourism Centers (SWK) Wonorejo City of Surabaya

Iqbal Ramadhani Mukhlis; Robiah  Al Adawiyah; Laely  Aghe Africa; Diah  Ekaningtyas; Arif  Zeinfiki Djunaedy; Mellyza  Silvy; Nur  Rochmah

doi:10.37802/jamb.v4i1.390

Authors

Iqbal Ramadhani Mukhlis Universitas Hayam Wuruk Perbanas
Robiah Al Adawiyah Universitas Hayam Wuruk Perbanas
Laely Aghe Africa Universitas Hayam Wuruk Perbanas
Diah Ekaningtyas Universitas Hayam Wuruk Perbanas
Arif Zeinfiki Djunaedy Universitas Hayam Wuruk Perbanas
Mellyza Silvy Universitas Hayam Wuruk Perbanas
Nur Rochmah Universitas Hayam Wuruk Perbanas

DOI:

https://doi.org/10.37802/jamb.v4i1.390

Keywords:

Culinary Tourism Centers, Digital Marketing, MSME Sustainability, MSME, SWK Wonorejo

Abstract

Micro, Small and Medium Enterprises (MSMEs) are an important sector in driving the Indonesian economy. The development and improvement of the MSME sector is also important to continue to strive for, one of which is through optimizing marketing strategies that are adapted to current technological and information developments. This study aims to analyze digital marketing strategies at SWK Wonorejo, Surabaya City. The research method used is descriptive qualitative with data triangulation approach. As for data collection techniques through interviews, observation, and documentation. The results showed that SWK Wonorejo combines segmentation analysis, targets and marketing mix design. In addition, an analysis of MSME sustainability and marketing implementation was carried out. MSME actors in SWK Wonorejo has marketed their products online through optimizing digital marketing media such as websites, Instagram, Google Business, and other media that can help market products effectively and efficiently.

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