DIGITAL BASED MARKETING STRATEGY FOR TRADITIONAL FOOD PRODUCTS (CASE STUDY OF TRADITIONAL FOOD ALI AGREM CAKE IN RANCAEKEK BANDUNG)

Abstract

A consumer-centric marketing strategy is one of the strategies used by many companies, both large and small companies to attract more customers. Marketing strategies are said to be effective if they can increase customer retention and maintain good relationships with customers. The purpose of this study is to find out that Ali Agrem Cake Entrepreneur Ibu Enah in making her sales so far mostly relies only on local, namely sold to consumers directly, or consumers who come to the production site. As for sales outside the city, it is still small, because it is not widely known by consumers. In its sales from January to August 2024, every month is no less than IDR 12,000,000, and the highest is IDR 60,000,000, so that the average monthly sales are IDR 30,750,000. The problems faced by ali agrem cake entrepreneurs in marketing their products, namely the lack of knowledge of employees and ali agrem owners in digital-based internet technology, inadequate facilities and infrastructure and limited business capital, so that most of the sales only rely on local. To market ali agrem cake products to be wider and known globally, it is necessary to master digital-based internet technology, using social media platforms, such as: Facebook, Instagram, Twitter, Tiktok, and Telegram. In this study, a descriptive qualitative methodology is used, which is a research that collects data in the form of words and descriptions, which describes or describes a situation related to the traditional food sales strategy of Ali Agrem cake.  The social situation of the place is Ali Agrem Cake Entrepreneur Ibu Enah in Rancaekek, Bandung. From the results of the research, it can be concluded that the traditional food marketing system carried out by Ali Agrem entrepreneur Ibu Enah has been very limited locally, although some are sold outside the city but still relatively little. With a digital-based marketing strategy, the sale of ali agrem cakes can be done locally and globally, so that the sales of ali agrem cakes can increase.