Digital Transformation of Culinary MSMEs: A Case Study of Warung Coto Jeneberang Kendari, Southeast Sulawesi
Keywords:
Culinary MSMEs, Digital Marketing, Digital Transformation, GrabFood, QRISAbstract
Digital transformation is a key factor in increasing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the Industry 4.0 era. Culinary MSMEs face challenges in adopting digital technology to expand their markets, improve operational efficiency, and strengthen their brand image. This study uses a mixed-methods approach, including a literature review combining 15 international journals and direct interviews with the owner of Warung Coto Jeneberang Kendari. This research focuses on digital marketing, technology-based operational management, and crisis survival strategies. The study results show that digital transformation has a significant impact on improving business performance, with digital literacy, infrastructure support, and government policies as key determinants of success. The Warung Coto Jeneberang case study shows that innovation through the integration of GrabFood services since 2017, the use of online couriers, and the use of QRIS for non-cash payments has proven effective in maintaining business continuity, even when the COVID-19 pandemic reduced sales by up to 70%. These findings confirm that digitalization is not just a trend, but a crucial strategy for culinary MSMEs to survive and thrive.
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