Strategi Pemasaran dalam Meningkatkan Kinerja UMKM Kuliner: A Systematic Literature Review
Keywords:
marketing strategy, culinary MSMEs, MSME performance, digital marketing, systematic literature reviewAbstract
This study examines the role of marketing strategies in improving the performance of culinary MSMEs using a Systematic Literature Review approach. Scientific publications from 2020–2025 were collected through Publish or Perish and Google Scholar and analyzed using bibliometric methods and TF-IDF–based text mining. The findings indicate that marketing strategies, particularly digital marketing, marketing innovation, and market orientation, significantly enhance MSME competitiveness and performance. However, research linking marketing strategies to long-term business sustainability remains limited. This study provides a conceptual foundation for developing adaptive and sustainable marketing strategies for culinary MSMEs.
References
Fajarika, D., Trapsilawati, F., & ... (2024). Influential factors of small and medium-sized enterprises growth across developed and developing countries: A systematic literature review. International Journal of …. https://doi.org/10.1177/18479790241258097
Hussain, A., Shahzad, A., Kotzab, H., & ... (2025). The impact of top management support and use of e-commerce on SME performance during COVID-19 pandemic. Journal of Manufacturing …. https://doi.org/10.1108/JMTM-11-2024-0626/1316480
Insani, M. R. N., Kusuma, K. J., & ... (2025). ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING PADA MIE DJOETEK DENGAN METODE SWOT. Prosiding …. https://proceeding.unpkediri.ac.id/index.php/simanis/article/view/8007
Jummai, M. J. (2023). Market orientation and marketing innovation of small and medium enterprises. Kampala International University ….
Pratama, P., Nurlukman, A. D., & Basit, A. (2024). Digitalisasi UMKM Dalam Rangka Akses Revolusi Pemasaran Digital UMKM Kelurahan Buaran Indah Kota Tangerang. Community Services and …. https://jurnal.umt.ac.id/index.php/CSWB/article/view/11729
Timsina, S. (2024). Effect of usage of social media on the growth of SME’s in Kathmandu. elibrary.tucl.edu.np. https://elibrary.tucl.edu.np/items/d297e763-d068-4ea0-9230-4a0731a12854
