Mengoptimalkan Transformasi Digital untuk UMKM Kuliner: Tinjauan SWOT dalam Konteks Kabupaten Gianyar
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Pemulihan ekonomi pasca-pandemi telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor kuliner untuk mengadopsi strategi pemasaran digital sebagai upaya meningkatkan daya saing. Penelitian ini bertujuan untuk merumuskan strategi pemasaran digital yang adaptif dan kontekstual bagi UMKM kuliner tradisional di Kabupaten Gianyar dengan pendekatan analisis SWOT (Strengths, Weaknesses, Opportunities, Threats). Metode penelitian yang digunakan adalah studi kasus kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, kuesioner, dan dokumentasi. Hasil analisis menunjukkan bahwa UMKM kuliner memiliki kekuatan utama pada kualitas produk dan loyalitas pelanggan, serta peluang eksternal berupa tren wisata kuliner dan potensi media sosial. Namun demikian, ditemukan kelemahan pada aspek digital marketing dan pengelolaan internal, serta ancaman berupa persaingan pasar dan fluktuasi harga bahan baku. Strategi yang paling relevan adalah strategi SO dan WO, yaitu mengoptimalkan kekuatan untuk meraih peluang digital serta memperbaiki kelemahan melalui pelatihan dan digitalisasi internal. Temuan ini menegaskan pentingnya integrasi teknologi digital dalam strategi pemasaran UMKM untuk menghadapi persaingan di era ekonomi digital secara berkelanjutan.
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