Strategi Inovasi dan Pemasaran Berbasis Konten Digital pada UMKM Jajanan Cilok: Studi Kasus UMKM Teman Jajan

Adi Dwi Saputro; Imron Nur Rohman; Febryan Surya Pamukti; Fiqri Aditya Pamukti; M. Mico Misbahul Alnam

doi:10.31004/riggs.v5i2.5186

Authors

Adi Dwi Saputro STIE Mahardhika Surabaya
Imron Nur Rohman STIE Mahardhika Surabaya
Febryan Surya Pamukti STIE Mahardhika Surabaya
Fiqri Aditya Pamukti STIE Mahardhika Surabaya
M. Mico Misbahul Alnam STIE Mahardhika Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.5186

Keywords:

UMKM, Inovasi Produk, Pemasaran Konten Digital, Strategi Harga

Abstract

Perkembangan usaha mikro, kecil, dan menengah (UMKM) kuliner menuntut pelaku usaha untuk membangun keunggulan yang tidak hanya bertumpu pada harga, tetapi juga pada inovasi produk, pengalaman konsumen, dan kemampuan mengomunikasikan nilai melalui media digital. Penelitian ini bertujuan menganalisis penerapan strategi inovasi produk, pemasaran berbasis konten digital, dan penetapan harga pada UMKM Teman Jajan yang memasarkan jajanan cilok. Penelitian menggunakan pendekatan studi kasus deskriptif-analitis. Data primer diperoleh melalui wawancara semi-terstruktur dengan pemilik usaha dan observasi terhadap proses produksi, penyajian, serta aktivitas pemasaran. Data sekunder diperoleh dari dokumentasi usaha dan konten yang dipublikasikan melalui Instagram dan TikTok. Hasil penelitian menunjukkan bahwa diferensiasi produk diwujudkan melalui cilok berisi keju, variasi penyajian, dan penggunaan kemasan gelas yang praktis serta higienis. Konten foto dan video yang menonjolkan tekstur produk, proses penyajian, dan keju meleleh membantu memperjelas nilai produk sekaligus mendorong interaksi konsumen. Harga yang relatif lebih tinggi dibandingkan cilok konvensional dapat diterima ketika kualitas bahan, keunikan produk, kemudahan konsumsi, dan manfaat kemasan dikomunikasikan secara konsisten. Integrasi inovasi produk, konten digital, dan komunikasi nilai membentuk strategi pemasaran yang saling mendukung. Penelitian ini menegaskan bahwa UMKM kuliner perlu mengembangkan kalender konten, menjaga konsistensi mutu, memanfaatkan umpan balik pelanggan, dan mengevaluasi kinerja pemasaran secara berkala agar daya saing serta keberlanjutan usaha dapat ditingkatkan.

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