Empowering Culinary Micro, Small, and Medium Enterprises through Digital Marketing

A Qualitative Study in Mataram City, Indonesia

Abstract

This study explores how digital marketing strategies can enhance the competitiveness and
sustainability of culinary Micro, Small, and Medium Enterprises (MSMEs) in Mataram City,
Indonesia. The research responds to the structural challenges faced by local enterprises in the
post-pandemic era, particularly the need for digital transformation in marketing and customer
engagement. A qualitative approach was employed through interviews, observation, and system
prototyping. The study developed and tested a digital marketing model integrating websitebased promotion tools with social media and marketplace platforms such as Instagram,
WhatsApp, Shopee, and Tokopedia. The findings indicate that the adoption of digital marketing
improves visibility, customer interaction, and transaction efficiency, enabling MSMEs to expand
their market reach and strengthen business resilience. The research concludes that digital
marketing serves not only as a technological innovation but also as a strategic empowerment
tool that fosters digital literacy and entrepreneurial adaptability among MSME actors. The
implications of this study emphasize the need for continued digital capacity-building programs
and government facilitation to accelerate inclusive economic recovery at the regional level