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Strategy To Increase Culinary Umkm Sales Through Online Food Delivery

Authors

Riski Pratama Putra Managemet, Universitas Battuta
Angga Ramadani Management, Battuta University
Yulianti Sari Hutabarat Management, Battuta University
Lambok Manurung Management, Battuta University

DOI:

https://doi.org/10.47663/ibec.v2i1.115

Keywords:

Green Marketing, Green Product, Purchasing Decision

Abstract

Medan Timur, a district in Medan, North Sumatra, is home to a rapidly growing culinary industry, with numerous micro, small, and medium-sized enterprises (UMKM) utilizing online food delivery services such as GoFood, GrabFood, and ShopeeFood. This research aims to analyze the impact of online food delivery services on the sales growth of culinary UMKM in the area. Using a qualitative approach, data were collected through observations, interviews, and a literature review from five culinary business owners who have joined these platforms. The findings reveal that nearly all UMKM that joined the platforms experienced significant sales increases, with daily income rising by an average of 150% to 200%. Additionally, UMKM gained other benefits, such as enhanced business visibility and broader customer access without additional advertising costs. The study also identifies technical challenges faced by some UMKM, such as payment and transaction management issues, which were resolved with platform support. Overall, the research shows that online food delivery apps play a crucial role in helping culinary UMKM in Medan Timur thrive, expanding their market reach and increasing their revenues.

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Published

2023-12-06 — Updated on 2024-12-05

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How to Cite

Riski Pratama Putra, Angga Ramadani, Yulianti Sari Hutabarat, & Lambok Manurung. (2024). Strategy To Increase Culinary Umkm Sales Through Online Food Delivery. PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC), 2(1), 242–251. https://doi.org/10.47663/ibec.v2i1.115 (Original work published December 6, 2023)