STRATEGIES OF MICRO CULINARY MSMES IN SUSTAINING AND DEVELOPING BUSINESS IN THE DIGITAL ERA

Abstract

Micro, small, and medium enterprises play a strategic role in the national economy, particularly in the culinary sector, which continues to evolve in response to digital transformation and changing consumer behavior. This study aims to analyze the strategies employed by micro-scale culinary enterprises to sustain and develop their businesses amid increasing market competition. The research focuses on three key aspects: operational management, digital marketing strategies, and financial literacy. A qualitative descriptive approach was applied, with data collected through in-depth interviews involving four micro culinary business owners representing different types of food enterprises, including a rice stall, a mochi seller, a beverage vendor, and a viral street food business. The findings indicate that business sustainability is primarily supported by personalized, family-based service quality, continuous product innovation aligned with social media trends, and the use of digital platforms such as WhatsApp and Instagram to expand market reach. Although the business owners demonstrate basic financial awareness by separating personal and business finances, they continue to face major challenges, including limited technical skills in digital content creation, time management constraints, and restricted access to formal financial institutions due to procedural barriers. The study concludes that the sustainability and growth of micro culinary enterprises depend heavily on operational flexibility and strengthened digital capabilities. These findings imply that targeted technical assistance, particularly in digital marketing skills and financial access facilitation, is essential to enable micro culinary businesses to scale up and achieve long-term competitiveness in the digital economy.