THE ROLE OF MARKETING STRATEGIES IN THE DEVELOPMENT OF THE CREATIVE ECONOMY IN THE CULINARY SUB-SECTOR: A SYSTEMATIC LITERATURE REVIEW

Authors

  • Nurul Muthma Inna Universitas Mulia
  • Putri Ayu Fitriyani Universitas Mulia
  • Tria Wulansari Universitas Mulia
  • Muh Ilyas Khalid Alfadly Universitas Mulia

DOI:

https://doi.org/10.36563/bemj.v4i2.1934

Keywords:

Culinary Business, Marketing, Innovation, Small Businesses, Food Industry

Abstract

This study aims to systematically map research on MSME-based culinary businesses with a focus on marketing and innovation through a Systematic Literature Review approach. The findings indicate that digital marketing and product innovation are dominant themes that significantly contribute to competitiveness, business performance, and sustainability in the culinary sector. This study produces an integrated conceptual map linking culinary business, marketing, innovation, and small enterprises. The results are expected to serve as both theoretical and practical references for the development of adaptive and sustainable culinary MSME strategies in response to market and technological dynamics.

Downloads

Download data is not yet available.

References

Abdi, M. K., & Febriyanti, N. (2020). Penyusunan Strategi Pemasaran Islam dalam Berwirausaha di Sektor Ekonomi Kreatif Pada Masa Pandemi Covid-19. El-Qist : Journal of Islamic Economics and Business (JIEB), 10(2), 160–178. https://doi.org/10.15642/elqist.2020.10.2.160-178

Ananta, N. P., Ramadhan, A., Meirinawati, M., & Suprapto, F. A. (2024). Strategi Pengembangan Sumber Daya Manusia dalam Meningkatkan Ekonomi Lokal pada Sektor UMKM di Sentra Wisata Kuliner Karah, Kota Surabaya. Bappenas Working Papers, 7(1), 72–85. https://doi.org/10.47266/bwp.v7i1.310

Asrofi, M. F., & Syaichoni, A. (2022). ANALISIS STRATEGI PENGEMBANGAN BISNIS KULINER DALAM PERSPEKTIF EKONOMI ISLAM (Studi Kasus Pada Waroeng Kampung AG One Tulungagung ). Jurnal Cakrawala Ilmiah, 1(11), 3157–3172. https://doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2905

Aulia, N., Randi, R., Alfatiha, M. R., Fatoriq, H. I., & Panorama, M. (2021). STUDI PEMULIHAN DAN PENGEMBANGAN EKONOMI KREATIF SUB-SEKTOR KULINER PASCA PANDEMI (COVID-19) DALAM MENUNJANG PERTUMBUHAN EKONOMI DI PROVINSI SUMATERA SELATAN. Berajah Journal, 2(1), 177–187. https://doi.org/10.47353/bj.v2i1.71

Dwitama, Y. T., & Siswahyudianto, S. (2022). STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN USAHA MINUMAN TEH POCI KRISNA TULUNGAGUNG. Juremi: Jurnal Riset Ekonomi, 1(5), 731–740. https://doi.org/10.53625/juremi.v1i5.2139

Effendi, M., Purnamasari, S., Kurniaty, Rozak, P., & Wahab, A. (2022). Pengembangan Ekonomi Kreatif pada Pengrajin Kain Sasirangan dalam Perspektif Ekonomi Syariah (Studi Kasus Toko Luthfiah Sasirangan). Formosa Journal of Science and Technology, 1(6), 647–662. https://doi.org/10.55927/fjst.v1i6.1367

Jamaluddin, A., & Anwar, K. (2024). Strategi Guru PAI dalam Menerapkan Konsep Generasi Khaira Ummah. Cendekia: Jurnal Pengembangan Kurikulum Dan Pendidikan, 1(2), 37–44. https://doi.org/10.64683/cendekia.v1i2.6

Kasypul, K. A., & Irhamni, Gt. I. Gt. (2020). PENGEMBANGAN PRODUK EKONOMI KREATIF KAIN SASIRANGAN DAN PENERAPAN STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN DAYA TARIK KOTA BANJARMASIN SEBAGAI DESTINASI PARIWISATA. Jurnal Ilmiah Ekonomi Bisnis, 6(1), 12–25. https://doi.org/10.35972/jieb.v6i1.310

Masitha, A. D. (2025). PENGEMBANGAN EKONOMI KREATIF BERBASIS POTENSI LOKAL UNTUK MEMPERKUAT KETAHANAN EKONOMI DAERAH. Jurnal Ekonomi Kreatif Indonesia, 3(3), 207–222. https://doi.org/10.61896/jeki.v3i3.122

Masruroh, N., & Suprianik, S. (2023). PENGEMBANGAN EKONOMI KREATIF BERBASIS DESA DALAM PERSPEKTIF MAQASHID SYARIAH. ANALISIS, 13(2), 348–368. https://doi.org/10.37478/als.v13i2.2932

Meliza, M. (2024). SOSIALISASI PERAN SEKTOR PERBANKAN DALAM PENGEMBANGAN EKONOMI KREATIF INDONESIA. JMM (Jurnal Masyarakat Mandiri), 8(6), 5960. https://doi.org/10.31764/jmm.v8i6.27150

Mutmainnah, & Zaki, M. (2024). Strategi Pemasaran Usaha Mikro Kecil Menengah dalam Tinjauan Konsep Pemasaran Syariah di Dusun Lubuk Landai Kecamatan Tanah Sepenggal Lintas. ISTIKHLAF: Jurnal Ekonomi, Perbankan Dan Manajemen Syariah, 5(1), 58–66. https://doi.org/10.51311/istikhlaf.v5i1.549

Napitulu, P. A. W., Setiadi, P. B., & Rahayu, S. (2022). MODEL PEMBERDAYAAN MASYARAKAT DAN STRATEGI PEMASARAN PADA PENGEMBANGAN DESA WISATA RUMAH BUDAYA WATULIMO YANG BERBASIS INDUSTRI KREATIF DI KABUPATEN TRENGGALEK. Eqien - Jurnal Ekonomi Dan Bisnis, 11(1). https://doi.org/10.34308/eqien.v11i1.692

Priyambodo, K. B., & Samanhudi, D. (2021). PERENCANAAN STRATEGI PEMASARAN USAHA KULINER GUNA PENINGKATAN DAN PENGEMBANGAN DENGAN METODE ANALISIS SWOT (STUDI KASUS: RUMAH MAKAN DEPOT IRA JAYA DI SIDOARJO). JUMINTEN, 2(1), 108–119. https://doi.org/10.33005/juminten.v2i1.221

Putri, D. H., & Atasa, D. (2023). Implementasi Penggunaan Katalog Untuk Strategi Pemasaran Digital Pengembangan Usaha Masyarakat Di Sektor Lahan Gambut. SEWAGATI: Jurnal Pengabdian Masyarakat Indonesia, 2(4), 57–66. https://doi.org/10.56910/sewagati.v2i4.1104

Riptono, & Jandra, M. (2025). Strategi Pemasaran dalam Institusi Pendidikan: Strategi Pemasaran di SMK 07 Surakarta. Miftahul Ulum, 3(2), 68–77. https://doi.org/10.64405/jm.v3i2.154

Sekarningrum, A. A., Sahria, B. F. A. Y., Sahria, Y., Fadyla, M. F., & Pramesti, S. (2025). PELATIHAN STRATEGI KONTEN MARKETING DALAM PENGEMBANGAN PRODUK EKONOMI KREATIF BERBASIS LOKAL. Jurnal Abdi Insani, 12(10), 5758–5767. https://doi.org/10.29303/abdiinsani.v12i10.3079

Winarsih, & Martono, S. (2023a). Mengkaji Peran Komite Ekonomi Kreatif dan Unsur Pemerintah Dalam Pengembangan Sektor Ekonomi Kreatif di Kabupaten Grobogan, Menghadapi Era Ekonomi Digital. JMBPreneur: Jurnal Manajemen, Bisnis, Dan Kewirausahaan, 3(1), 12–21. https://doi.org/10.35720/jmbpreneur.v3i1.22

Winarsih, & Martono, S. (2023b). Mengkaji Peran Komite Ekonomi Kreatif dan Unsur Pemerintah Dalam Pengembangan Sektor Ekonomi Kreatif di Kabupaten Grobogan, Menghadapi Era Ekonomi Digital. JMBPreneur: Jurnal Manajemen, Bisnis, Dan Kewirausahaan, 3(1), 12–21. https://doi.org/10.35720/jmbpreneur.v3i1.22

Yuliady, F., & Madja, N. M. El. (2023). Marketing Mix Dalam Pemasaran Digital Brand Hijab Rayyah Dan Peran Brand Hijab Rayyah Dalam Industri Kreatif Sub-Sektor Fashion. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 18(1), 51–61. https://doi.org/10.29244/mikm.18.1.51-61

Downloads

Published

2026-01-06

Issue

Vol. 4 No. 2 (2025)

Section

Articles

License

Copyright (c) 2025 Nurul Muthma Inna, Putri Ayu Fitriyani, Tria Wulansari, Muh Ilyas Khalid Alfadly

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License

Deprecated: json_decode(): Passing null to parameter #1 ($json) of type string is deprecated in /home/journal.unita.ac.id/public_html/plugins/generic/citations/CitationsPlugin.php on line 68

How to Cite

THE ROLE OF MARKETING STRATEGIES IN THE DEVELOPMENT OF THE CREATIVE ECONOMY IN THE CULINARY SUB-SECTOR: A SYSTEMATIC LITERATURE REVIEW. (2026). BEMJ: Business, Entrepreneurship, and Management Journal, 4(2), 104-111. https://doi.org/10.36563/bemj.v4i2.1934