Inovasi Produk, Pemasaran Digital sebagai Strategi Pengembangan Bisnis UMKM Kuliner dalam Meningkatkan Daya Saing: (Kecamatan Genuk, Semarang)

Eko Hadi Wahyono; Fransiskus Wandy Syah

doi:10.30640/jmcbus.v4i2.7511

Authors

Eko Hadi Wahyono Universitas Bina Nusantara
Fransiskus Wandy Syah Universitas Bina Nusantara

DOI:

https://doi.org/10.30640/jmcbus.v4i2.7511

Keywords:

Culinary MSMEs, Digital Marketing, Product Innovation, Semarang City, Sustainability

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy by contributing to local economic development, employment generation, and community welfare. However, increasing market competition and rapid technological advancement require MSMEs to continuously improve their competitiveness through innovation, digital transformation, and sustainable business practices. This study aims to analyze product innovation, digital marketing strategies, and the implementation of Islamic business principles in enhancing the competitiveness of culinary MSMEs in Genuk District, Semarang City. A descriptive qualitative approach was employed, with data collected through in-depth interviews, field observations, and documentation involving culinary MSME owners who had operated their businesses for at least two years. The findings reveal that product innovation has been achieved through menu diversification, the utilization of locally sourced raw materials, and the development of more attractive and modern packaging. Furthermore, business owners have increasingly adopted digital marketing by utilizing social media platforms, online marketplaces, and food delivery applications to expand market reach and improve customer engagement. From the perspective of Islamic business practices, many participants have implemented halal product standards, maintained honesty and transparency in business transactions, and applied fair profit-sharing mechanisms. The integration of product innovation, digital marketing, and Islamic business principles has contributed to increased business revenue, broader market penetration, stronger consumer trust, and improved business sustainability. The study highlights the importance of continuous business mentoring, digital marketing training, and to strengthen the competitiveness of culinary MSMEs at both local and national levels.

References

Astuti, R. (2020). Branding dan diferensiasi produk pada UMKM makanan. SNK, 4(1), 89–97.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Febripratama, M., Aulia, R. N., & Lestari, P. D. (2024). Penerapan strategi pemasaran digital untuk meningkatkan daya saing UMKM kuliner. Jurnal Inovasi Bisnis dan Kewirausahaan, 6(1), 56–67.

Fikamalina, A. D. I., Gunawan, Y. H., & Meirinawati, M. (2024). Strategi pemasaran dan inovasi produk terhadap peningkatan daya saing UMKM di era digital. ManBiz: Journal of Management and Business, 3(1), 249–264. https://doi.org/10.47467/manbiz.v3i1.6470

Hadi, W., & Suryana, Y. (2021). Strategi inovasi produk pada UMKM kuliner di Indonesia. Jurnal Kewirausahaan, 10(1), 20–34.

Kementerian Koperasi dan Usaha Kecil Menengah Republik Indonesia. (2023). Laporan tahunan perkembangan UMKM tahun 2023. https://kemenkopukm.go.id

Khaeruman, K., Tabroni, T., Suflani, S., Hanafiah, H., Bahits, A., Kartika, R., & Fatari, F. (2025). Upaya pengembangan dalam strategi inovasi menu dan pengembangan produk unggulan UMKM kuliner di Kota Serang. Indonesian Journal of Engagement, Community Services, Empowerment and Development, 5(1), 103–113. https://doi.org/10.53067/ijecsed.v5i1.171

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Sage Publications. https://doi.org/10.1016/0147-1767(85)90062-8

Miles, M. B., & Huberman, A. M. (2014). Qualitative data analysis: A methods sourcebook. Sage Publications.

OECD. (2018). Oslo manual 2018: Guidelines for collecting, reporting and using data on innovation (4th ed.). OECD Publishing. https://doi.org/10.1787/9789264304604-en

Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.

Pratiwi, M. (2023). Pengaruh inovasi produk dan promosi digital. Jurnal Bisnis dan Manajemen, 9(2), 180–194. https://doi.org/10.55606/jupsim.v2i3.2021

Sinambela, E. A., & Darmawan, D. (2024). Strategi peningkatan kinerja pemasaran UMKM berbasis media sosial di era digital. Jurnal Pendidikan Tambusai, 8(3), 48610–48613.

Zed, E. Z., Al Muniroh, S. A., Sabrina, A. S., & Novitasari, N. (2024). Strategi inovasi produk dan pemasaran untuk meningkatkan keberlanjutan UMKM. Jurnal Pendidikan Tambusai, 8(3), 48610–48613.

Zed, E. Z., Maulani, Y. F., & Syahputri, R. (2024). Strategi inovasi produk dan pemasaran untuk UMKM kuliner berbasis lokal. Jurnal Pengabdian Kepada Masyarakat Indonesia, 5(2), 233–240.