Marketing Management Strategy Alternative for MSMEs

The success of a company is determined by management strategies that are in accordance with the times, product quality that meets consumer needs, and prices that meet consumer expectations, can be the possibility of consumers to make purchases of the products or services offered. This research study was conducted to identify alternative culinary business management patterns in the digital era. The research method used is qualitative descriptive by collecting data through observation, interviews and documentation. The results of the study show that Warung Bang Saleh Satay & Goat Gule has successfully implemented a smart and effective marketing strategy to maintain the continuity of the culinary business in the global era. This research has presents a gap in understanding how tailored marketing strategies can effectively address the unique challenges faced by MSMEs in the local culinary sector. Previous studies tend to focus broadly on MSMEs without considering specific culinary niches like satay, which may have distinct consumer behaviors, cultural relevance, and operational challenges. Additionally, there is limited exploration of localized marketing innovations and digital strategies that can enhance the competitiveness of these MSMEs in Malang’s rapidly evolving food market. The use of social media and Instagram can help in communicating with customers and promoting their products. Human resource (HR) management at Warung Sate is based on work experience and the needs of employees’ families. Production costs vary depending on the level of visitation, with cost flexibility to deal with fluctuations in market demand. Overall, Warung Sate Malang City has succeeded in building a reputation for friendly, fast, and clean customer service.