STRATEGI PEMASARAN USAHA MIKRO KECIL DAN MENENGAH (UMKM) KULINER BERBASIS LOKAL DI KOTA MAKASSAR
DOI:
10.54443/sibatik.v5i4.4479Published:
2026-03-31Downloads
Abstract
Amid intense culinary sector competition in Makassar City, local-based marketing strategies emerge as vital for MSMEs to leverage cultural identity and traditional recipes for competitive advantage. This study aims to analyze these strategies' implementation and impact on business competitiveness and sustainability. Employing a qualitative descriptive approach, purposive sampling targeted culinary MSME owners utilizing local elements, with researchers as primary instruments complemented by semi-structured interview guides, observation protocols, and documentation. Data analysis followed Miles and Huberman's interactive model involving reduction, presentation, and conclusion drawing, validated through source and method triangulation. Findings reveal strategies encompassing local cultural identity in branding, traditional recipes, regional raw materials, culturally-themed packaging, and digital storytelling, strengthening brand image, consumer trust, and loyalty while enhancing competitiveness. In conclusion, local-based marketing proves an effective, sustainable approach for Makassar culinary MSMEs, balancing economic growth with cultural preservation.
Keywords:
Competitiveness Culinary MSMEs Local Wisdom Local-Based Marketing SustainabilityReferences
Creswell, J. W., & Poth, C. N. (2024). Qualitative inquiry and research design: Choosing among five approaches. SAGE Publications. https://books.google.co.id/books?id=nFr2EAAAQBAJ
Djuarni, W. (2023). Strategi produk berbasis kearifan lokal. Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, 7(1), 35–43.
Emzir. (2023). Metodologi penelitian kualitatif. [Publisher details from Google Scholar - specific edition cited in methods].
Haikal, M., Fajri, F., Zaki, N. N., Pratama, R. A., Noviyanti, I., & Pengembangan, S. (2024). Keberlanjutan usaha kuliner: Analisis tantangan dan strategi pengembangan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(204), 2297–2314.
Ilham, B. U., Dirwan, Randa, A., & Rafiqah. (2023). Pengembangan UMKM terpadu berbasis zona KHAS (Kuliner halal aman dan sehat) di kawasan wisata Lego-Lego Makassar. Jurnal Manajemen STIE Muhammadiyah Palopo, 9(2), 315–328.
Kementerian Koperasi dan UKM. (2021). Perkembangan data UMKM tahun 2021. https://kemenkopukm.go.id
Kotler, P., & Keller, K. L. (2021). Marketing management (Global ed.). Pearson Education. https://books.google.co.id/books?id=eb6GEAAAQBAJ
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley. https://books.google.co.id/books?id=lgAXEAAAQBAJ
Maryetti, Saptadinata, A., Murniaty, D., Luthfiandana, R., & Dermawan, A. D. (2023). Potensi daya tarik wisata gastromi makanan khas Bugis-Makassar. Jurnal Sains Terapan Pariwisata, 8(3), 166–175.
Moleong, L. J., & Surjaman, T. (2018). Metodologi penelitian kualitatif. Remadja Karya. https://books.google.co.id/books?id=YXsknQEACAAJ
Rosari, D. (2025). Pemanfaatan UMKM kuliner lokal dan kearifan lokal dalam pengembangan desa wisata berkelanjutan: Studi kasus di Desa Buluh Duri, Serdang Bedagai, Sumatera Utara. JMPIS: Jurnal Manajemen Pendidikan dan Ilmu Sosial, 6(2), 1054–1060.
Sarina, Silamat, E., Zilfana, & Sulistyaningsih, E. (2025). Analisis strategi pemasaran digital berbasis komunitas lokal terhadap keberlangsungan usaha kuliner tradisional di Indonesia. Sanskara Ekonomi dan Kewirausahaan, 4(01), 64–75. https://doi.org/10.58812/sek.v4i01
Setiawan, S. S., Suryana, & Hendrayati, H. (2025). Transformasi digital dan karakteristik wirausaha sebagai solusi dalam meningkatkan kinerja UMKM kuliner di Kota Bandung. Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 5(2), 512–527.
Suryani, & Hendryadi. (2016). Metode riset kuantitatif: Teori dan aplikasi pada penelitian bidang manajemen dan ekonomi Islam. Prenada Media. https://books.google.co.id/books?id=YHA-DwAAQBAJ
Sugiyono. (2021). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
Sudaryono. (2022). Metodologi penelitian. Rajawali Pers.
License
Copyright (c) 2026 Siti Harwianti Santoso
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
