Digital Transformation Strategy for Accelerating Culinary MSME Sales Through ShopeeFood (Case Study: Ayam Geprek Firza Medan)
Abstract
This study examines digital transformation strategies in supporting sales acceleration among culinary MSMEs through ShopeeFood, focusing on Ayam Geprek Firza Medan. The study aims to analyze the implementation of digital transformation strategies, the utilization of ShopeeFood features, and their impact on sales and business competitiveness. A qualitative approach with a case study method was employed. Data were collected through interviews, observations, and documentation, then analyzed through data reduction, data presentation, conclusion drawing, and verification. The findings show that ShopeeFood is utilized as a sales and marketing channel through digital menu and product presentation, promotional offers and vouchers, convenient ordering, and the management of customer ratings and reviews. The platform helps expand market reach, add sales channels, increase order opportunities, and support higher sales turnover. However, its implementation still faces challenges, including negative reviews, business competition, limited understanding of digital strategies, and the need to maintain product quality, service, stock availability, and order management. This study provides practical value as an evaluation reference for culinary MSMEs seeking to optimize digital strategies consistently to strengthen competitiveness and accelerate sales.
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