Optimizing Marketing Strategy Through Digital Marketing for MSME Products in the Culinary Sector in Tanggulangin District, Sidoarjo Regency

This study aims to identify effective digital marketing strategies for MSME food products in the Tanggulangin area of Sidoarjo Regency, using a qualitative approach. This investigation studies five MSMEs in Tanggulangin's culinary sector, including Warung Pring Bali, Warung Candi Ubud, Omah Kidul, LTS Kedungbanteng, and Rujak Cingur Tanggulangin. Interviews and focus groups were analyzed, revealing that MSME owners in the food industry must understand digital marketing to enhance their competitiveness amid business challenges. Many MSMEs have enhanced their marketing strategies through social media, while others still lag behind. For those in the food service industry to succeed, collaboration among various groups is essential. MSME activists in Tanggulangin face significant challenges due to heightened competition in the food service industry.