THE IMPLEMENTATION OF MARKETING COMMUNICATION ELEMENTS FOR THE SUSTAINABILITY OF MICRO-ENTERPRISES: A CASE STUDY OF CUISINE STUDIO

Abstract

Micro, small, and medium enterprises (MSMEs) currently play a crucial role in ensuring the sustainability of the global economy. In 2023, Indonesian MSMEs contributed to gross domestic product by up to 61%. Changes due to digitalization also have a strong influence on MSMEs. This study aims to analyze the influence of marketing communication elements, namely digital marketing, in strengthening consumer buying interest in Cuisine Studio products, an MSME located at the IBI Kesatuan Bogor. This study is the outcome of mentorship in developing marketing strategies using various social media platforms, including Instagram. This study employs a quantitative descriptive data analysis approach. We expect the results of this study to offer strategic insights to MSMEs, enabling them to effectively utilize digital marketing and enhance their marketing performance, thereby contributing to the sustainability of micro businesses in Indonesia.