Uji Penetrasi Pasar Produk Kuliner Fusion Pada Umkm: Analisis Respons Konsumen Terhadap Variasi Isian Lumpia Goreng Dan Pudding Sruput Pada Penjualan Akhir Pekan

Najwa Ramadhani Aulia; Ainun Tasya; Ayu Sintia Maulana; Lina Yuliyanti; Retno Purwani Setyaningrum

doi:10.53697/emba.v6i1.4186

Authors

Najwa Ramadhani Aulia Universitas Pelita Bangsa
Ainun Tasya Universitas Pelita Bangsa
Ayu Sintia Maulana Universitas Pelita Bangsa
Lina Yuliyanti Universitas Pelita Bangsa
Retno Purwani Setyaningrum Universitas Pelita Bangsa

DOI:

https://doi.org/10.53697/emba.v6i1.4186

Keywords:

Kuliner Fusion, Penetrasi Pasar, Perceived Value, Pemasaran Digital, Studi Kasus

Abstract

Penelitian ini mengkaji respons awal pasar terhadap dua produk kuliner fusion skala UMKM mikro, yaitu lumpia goreng dengan lima variasi isian modern dan Pudding Sruput dengan empat pilihan rasa. Dengan menggunakan desain studi kasus kualitatif, uji penetrasi pasar dilakukan selama dua hari akhir pekan di Bekasi, Indonesia. Data dikumpulkan melalui catatan penjualan aktual dan wawancara konsumen pascapembelian. Sebanyak 66 unit terjual semata-mata melalui promosi WhatsApp tanpa iklan berbayar. Wawancara mengungkapkan bahwa perceived value-mencakup kualitas rasa, konsistensi tekstur, dan kesesuaian harga-berfungsi sebagai mekanisme mediasi sentral antara inovasi produk dan penerimaan pasar awal. Varian rasa familiar secara konsisten mengungguli varian novel, mendukung teori inovasi adaptif. Penelitian ini berkontribusi pada literatur dengan menyajikan bukti empiris berbasis transaksi nyata dalam kerangka perceived value terpadu untuk UMKM kuliner fusion skala mikro.

References

Aji, H. M., Nadhila, V., & Sanny, L. (2020). The role of social media marketing activities in influencing customer intentions: Evidence from Indonesian SMEs. International Journal of Data and Network Science, 4(3), 271–280. https://doi.org/10.5267/j.ijdns.2020.6.003

Alalwan, A. A. (2021). Mobile food ordering apps and customer purchase intentions: The mediating role of perceived value. International Journal of Information Management, 57, 102299. https://doi.org/10.1016/j.ijinfomgt.2020.102299

Anwar, M., Clauss, T., & Issah, W. B. (2023). Entrepreneurial orientation and innovation performance in SMEs: The role of digital transformation. Journal of Business Research, 164, 113956. https://doi.org/10.1016/j.jbusres.2023.113956

Bresciani, S., Ferraris, A., Romano, M., & Santoro, G. (2021). Digital transformation management for SMEs. Journal of Business Research, 123, 394–403. https://doi.org/10.1016/j.jbusres.2020.10.004

Darma, D. A., Abdussamad, Z. K., & Rahman, E. (2022). Pengaruh strategi inovasi produk dan pemasaran media sosial terhadap keunggulan bersaing pada UMK kuliner di Kota Gorontalo.

Deandra Zafirah, Fullchis Nurtjahjani, & M. M. (2024). Pengaruh social media marketing dan inovasi produk terhadap keputusan pembelian. https://doi.org/10.47747/jismab.v5i3.1898

Fitriani, K. (2023). Sumber inovasi industri kuliner di Bandung: Dari mana datangnya inovasi? https://doi.org/10.31842/jurnalinobis.v6i3.281

Froehlich, C., Bitencourt, C. C., & Bossle, M. B. (2017). The use of dynamic capabilities to boost innovation in a Brazilian chemical company. Revista de Administração, 52(4), 479–491. https://doi.org/10.1016/j.rausp.2017.08.007

Kim, J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer perceived value? International Journal of Hospitality Management, 87, 102503. https://doi.org/10.1016/j.ijhm.2020.102503

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Nguyen, T. H., Nguyen, N., & Tran, P. T. (2022). Perceived value and consumer satisfaction in food service businesses. Sustainability, 14(12), 7214. https://doi.org/10.3390/su14127214

Olga, F., Mukti, D., & Isa, M. (2024). The effect of digital marketing, word of mouth, brand trust and image on the purchase decision. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1317–1324. https://doi.org/10.37641/jimkes.v12i4.2739

Pradiani, T. (2017). Pengaruh sistem pemasaran digital marketing terhadap peningkatan volume penjualan hasil industri rumahan. https://doi.org/10.32812/jibeka.v11i2.45

Puryanti, A., Ernawati, S., & Julaiha, J. (2024). Pengaruh digital marketing dan kualitas produk terhadap minat beli konsumen produk makanan pada UMKM Kota Bima.

Ramadhani, D. A., Mahala, F. A., Putri, I. S., & Dhiyaul, R. (2024). Pengaruh fusion food terhadap kuliner Nusantara sebagai media gastrodiplomasi global. Jurnal Pendidikan Tambusai, 8, 45052–45058.

Sari, M. N. (2025). Implementasi strategi digital marketing berbasis WhatsApp Business pada UMKM di Indonesia. https://doi.org/10.30738/md.v9i3.20485

Septiana Indah, Erfan Robyardi, & N. N. A. S. (2024). Variasi produk dan cita rasa terhadap keputusan pembelian pada UMKM.

Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2021). Digital marketing communication in global marketplaces. Journal of International Marketing, 29(1), 1–19. https://doi.org/10.1177/1069031X20985611

Suhartanto, D., Dean, D., Ismail, T. A. T., & Sundari, R. (2021). Mobile marketing and customer loyalty in food service SMEs. Journal of Hospitality and Tourism Technology, 12(3), 456–470.

Syam, A., Sikar, M. A., Mamma, B. B., & Oktaviyah, N. (2022). WhatsApp Business application as a digital marketing strategy of UMKM. Advances in Economics, Business and Management Research, 205, 112–116. https://doi.org/10.2991/aebmr.k.220107.022

Teece, D. (2007). Explicating dynamic capabilities: The nature and microfoundations of sustainable enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z

Yin, R. K. (2009). Case study research: Design and methods (5th ed.). Sage Publications.

Yusuf, M., Rahman, A., & Arifin, Z. (2025). Consumer perceived value as a mediator of product innovation and purchase intention in MSMEs. Jurnal Ekonomi Modernisasi, 21(1), 33–47.