Innovative Marketing Strategy Implementation and Digitalization in Traditional Culinary MSMEs: A Case Study of Nasi Kuning Bangka in the Sustainability Era

Abstract

Nasi Kuning Bangka is a culinary Micro, Small, and Medium Enterprise (MSME) established on August 26, 2022, in the strategic area of Mampang Prapatan, South Jakarta. This study aims to analyze the transformation of innovative marketing strategies that merge traditional values with adaptive modern approaches amidst post-pandemic economic challenges. A qualitative descriptive approach was utilized, incorporating field observations and a 7P marketing mix analysis. Key innovations include the development of Baked Yellow Rice (Nasi Kuning Panggang), the customized flavor intensity system "Rempah Racik," and the utilization of eco-friendly bamboo woven baskets (besek) integrated with QR Code technology for Indonesian cultural education. The findings indicate that digitalization via social media and online food delivery platforms, combined with a reinforced cultural identity and Environmental, Social, and Governance (ESG) principles, significantly enhances market reach and competitive advantage. This strategy positions Nasi Kuning Bangka as a business model that balances profitability with the preservation of Indonesian culinary heritage within the creative industry era.