MARKETING STRATEGIES IN IMPROVING THE PERFORMANCE OF CULINARY MSMES: A SYSTEMATIC LITERATURE REVIEW

Authors

  • Liva Maulidya Universitas Mulia
  • Rusni Azhary Safitri Universitas Mulia
  • Putri Amelia Universitas Mulia
  • Elda Riska Universitas Mulia

DOI:

https://doi.org/10.36563/bemj.v5i1.1939

Keywords:

Marketing Strategy, Culinary MSMEs, MSME Performance, Digital marketing, Systematic Literature Review

Abstract

Abstract

This study examines the role of marketing strategies in improving the performance of culinary MSMEs using a Systematic Literature Review approach. Scientific publications from 2020–2025 were collected through Publish or Perish and Google Scholar and analyzed using bibliometric methods and TF-IDF–based text mining. The findings indicate that marketing strategies, particularly digital marketing, marketing innovation, and market orientation, significantly enhance MSME competitiveness and performance. However, research linking marketing strategies to long-term business sustainability remains limited. This study provides a conceptual foundation for developing adaptive and sustainable marketing strategies for culinary MSMEs.

Keywords: Marketing Strategy, Culinary MSMEs, MSME Performance, Digital Marketing, Systematic Literature Review

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References

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Published

2026-06-30

Issue

Vol. 5 No. 1 (2026)

Section

Articles

License

Copyright (c) 2026 Liva Maulidya, Rusni Azhary Safitri, Putri Amelia, Elda Riska

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How to Cite

MARKETING STRATEGIES IN IMPROVING THE PERFORMANCE OF CULINARY MSMES: A SYSTEMATIC LITERATURE REVIEW. (2026). BEMJ: Business, Entrepreneurship, and Management Journal, 5(1). https://doi.org/10.36563/bemj.v5i1.1939