Digital marketing strategy for Micro, Small and Medium Culinary Enterprises (MSMEs) In Sidoarjo City

Digital transformation has fundamentally changed the competitive landscape of the culinary business, but digital marketing adoption among culinary Micro, Small, and Medium Enterprises (MSMEs) remains suboptimal, including in Sidoarjo City. This study aims to explore the digital marketing strategies implemented by culinary MSMEs in Sidoarjo City, identify the obstacles they face, and analyze the factors supporting their success. The study used a qualitative approach with a descriptive case study design. Data were collected through in-depth interviews with ten culinary MSMEs, observations of their social media accounts and managed digital platforms, and documentation studies. Data were then analyzed using the interactive model of Miles, Huberman, and Saldana. The results show that culinary MSMEs in Sidoarjo have utilized a combination of Instagram, WhatsApp Business, and food delivery services as their primary marketing channels, with content strategies that are still relatively simple and not fully planned. The main obstacles identified include limited digital competency, limited time, and a minimal budget for paid promotions. Meanwhile, key success factors include consistent content uploads, the ability to build personal relationships with customers through digital interactions, and active involvement in the community of fellow entrepreneurs. This research provides a practical contribution to the development of a more contextual and targeted digitalization mentoring program for MSMEs.