Adaptation of Traditional Culinary Business to Digital Platform: Bakmie Koko Jaya Case Study in Pematang Siantar City
Keywords:
MSME adaptation, traditional culinary, digital platforms, business transformationAbstract
This study analyzes the digital adaptation process of Bakmie Koko Jaya, a traditional culinary business in Pematang Siantar City, in response to the development of digital platforms during the period 2017–2024. Changes in consumer behavior and the increasing use of social media and online food delivery services have encouraged micro and small culinary enterprises to adjust their business practices to remain competitive. This research employs a qualitative case study approach. Data were collected through in-depth interviews with the business owner and workers, field observations, and documentation of digital promotional and transaction activities. The findings indicate that Bakmie Koko Jaya has adapted by utilizing social media platforms such as Instagram and TikTok for promotion, collaborating with online food delivery platforms including GoFood and GrabFood, and adjusting service procedures, cashless payment systems, and product packaging to meet digital consumer preferences. These adaptation strategies have contributed to expanded market reach, improved operational efficiency, and the strengthening of the local culinary brand image. However, the adaptation process also presents challenges, particularly in terms of dependency on digital platforms and limited digital literacy among business actors. This study emphasizes that digital adaptation among culinary MSMEs is not merely a technical adjustment but a strategic social process essential to sustaining traditional culinary businesses in the era of digital transformation.
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