Digital Marketing and Distribution Channel Strategy on Cireng Filled with Gembul in Jagakarsa, South Jakarta

Juliana Sari; Iis Noviyanti; Iis Noviyanti

doi:10.61536/escalate.v4i02.779

Authors

Juliana Sari Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Pamulang Tangerang Selatan
Iis Noviyanti Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Pamulang Tangerang Selatan
Iis Noviyanti Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Pamulang Tangerang Selatan

DOI:

https://doi.org/10.61536/escalate.v4i02.779

Keywords:

Digital Marketing, Distribution Channels, Food SMEs, Marketing Strategy, SWOT Analysis

Abstract

This research is motivated by the increasing use of digital distribution channels and social media in the development of culinary MSMEs, while Cireng Isi Gembul still faces delivery constraints, limited platform reach, and digital promotion optimization. This study aims to analyze distribution constraints, the effectiveness of distribution channels, and the most effective digital platforms in reaching the target market. The study used a descriptive qualitative approach. Six research informants, consisting of one owner, two employees, and three customers, were selected based on their involvement and experience in business activities. The research instrument was an interview guide with the researcher as the main instrument, supported by observation and documentation. Data were analyzed descriptively qualitatively and used SWOT analysis and source triangulation. The results showed that ShopeeFood, GoFood, and GrabFood were quite effective in supporting distribution, but there were still obstacles in communication, network, service radius, and delivery delays. TikTok was the most effective platform for reaching new consumers, while Instagram functioned as an information medium and a delivery platform as a means of transaction. In conclusion, the SO strategy is most appropriate for optimizing business strengths and opportunities through strengthening digital marketing, product innovation, and expanding distribution.

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