Digital Marketing Strategies for Yo Bento (SME) to Strengthen Competitive Advantage

Abstract

This study aims to analyze the application of culinary product marketing strategies at Yo Bento in increasing consumer buying interest and business competitiveness using SWOT analysis. The research method used was qualitative descriptive with data collection through observation, interviews, and literature studies. The results of the study show that the marketing strategies implemented include product development, affordable pricing, promotion through social media, and strategic location selection. In addition, the quality of service and menu innovation are also important factors in attracting and retaining customers. The implementation of this marketing strategy is considered to be able to increase sales and strengthen the business image in the midst of growing competition in the culinary business. Thus, the right marketing strategy can help culinary businesses in achieving business goals and increasing consumer satisfaction.