Sate Cak Rahmad Merjosari Malang's MSME Innovation Strategy in Increasing Competitiveness through Digitalization of Orders and Marketing Innovation
DOI:
https://doi.org/10.55927/eajmr.v4i11.475Keywords:
MSME, Innovation, Digitalization, Marketing, CompetitivenessAbstract
Digital transformation has become essential for micro, small, and medium enterprises (MSMEs) to survive and thrive in today's competitive environment. This study aims to analyze the innovation strategies implemented by Sate Cak Rahmad Merjosari, a culinary MSME in Malang City, in enhancing competitiveness through order digitalization and social media marketing innovation. The research employs a qualitative descriptive method with a case study approach. Data were collected through interviews, observations, and digital documentation. The results indicate that online ordering systems (GoFood, GrabFood, WhatsApp Business) and social media-based marketing innovation (Instagram, TikTok, Facebook) significantly improved brand visibility, expanded market reach, and increased sales by 35%. The findings emphasize that proper digitalization strategies can effectively enhance the competitiveness of local MSMEs amidst technological advancements and changing consumer behavior.
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Copyright (c) 2025 Agus Rahmat Santoso, Nizar Fahmy Maulana, Sudarmiatin Sudarmiatin, Trisetia Wijijayanti
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