DIGITAL MARKETING STRATEGY THROUGH THE ROLE OF FOOD VLOGGERS TO INCREASE SALES OF CULINARY BUSINESSES
Keywords:
Food Vlogger, Digital Marketing, Social Media, Sales
Abstract
Introduction/Main Objectives: Indonesia's culinary industry is growing rapidly as lifestyles change and digital technology advances. One effective marketing strategy is collaboration with food vloggers who are able to influence consumer decisions through social media content.. Background Problems: Changing lifestyles and consumer preferences for food as well as the increasing use of social media make digital reviews a key reference before making a purchase. Novelty: focuses on analyzing the effectiveness of the role of food vloggers as influencers in content-based marketing strategies in the digital era. Research Methods: The type of research used in this research is descriptive qualitative research with a document study approach. Finding/Results: The results show that food vloggers have a role in increasing influencing consumer buying interest through food reviews published on social media. This strategy not only increases business visibility, but also expands market reach and increases direct consumer engagement. Conclusion: The utilization of food vloggers as part of a digital marketing strategy has proven to be able to increase the effectiveness of promotions and sales potential of culinary businesses, making it a relevant approach in the face of increasingly competitive industry competition in the digital era.References
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Irena Dinar Vania Sasikirana, Aulia Safira Dewi, Queena Aurora Khayzuran, Sabrina Puspa Firdausy, & Denny Oktavina Radianto. (2024). Strategi Pemasaran Digital Yang Efektif Untuk Meningkatkan Daya Saing Perusahaan di Era Digital. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(2), 166–177. https://doi.org/10.58192/profit.v3i2.2092
Jannah, M. Z., Maulida, I. S., Susanti, I., & Ruswaji. (2024). Pengaruh Food Vlogger Sebagai Social Media Influencer terhadap Minat Beli Produk Makanan di Kalangan Followers Gen Z di Lamongan (Studi Kasus Korean Food di Kabupaten Lamongan). The Journal of Business and Management, 7, 411–423. Retrieved from https://ejurnal.unim.ac.id/index.php/bisman/article/view/3210/1573
Jasri, Arfan, Nadia, H., & Ali Hasan, H. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah. ILTIZAM Journal of Shariah Economics Research, 6(2), 212–224. https://doi.org/10.30631/iltizam.v6i2.1452
Khairunnisa, C. M. (2022). Pemasaran Digital sebagai Strategi Pemasaran: Conceptual Paper. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5(1), 98. https://doi.org/10.47201/jamin.v5i1.109
Safira Alifa Salma, M. (2025). PENGARUH MELIHAT KONTEN FOOD VLOGGER INSTAGRAM @ KOKODIETT TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS Alifa Salma Safira Abstrak, 9, 57–63.
Safitri, L. A., Pradiatiningtyas, D., & Dewa, B. (2023). Pengaruh Food Vlogger dan Promosi Endorse Media Sosial pada Brand Exposure Wisata Kuliner Klaten Lina Ayu Safitri , Diah Pradiatiningtyas *, Chriswardana Bayu Dewa Daya tarik wisata adalah fokus utama yang menggerakan berjalannya sebuah kegiatan wisata ya. Jurnal Pariwisata, 28(3), 267–278.
Syukur, M., & Salsabila, S. (2022). Influencer Impact; Solusi Produsen Dalam Mempromosikan Produk. Jurnal Istiqro, 8(2), 129–140. https://doi.org/10.30739/istiqro.v8i2.1502
Wa Ode Nur Asysyifaa, Juharsah, Isalman, Asrip Putera, Triwulandari Nehru Putri, & Windayani. (2024). Analisis Penerapan Digital Marketing Dalam Meningkatkan Penjualan. Jurnal Manajemen Dan Kewirausahaan, 16(2), 38–47. https://doi.org/10.55598/jmk.v16i2.6
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