The use of social media in developing culinary business in Bandung City

Muhamad Reza Sukmana(1), Muhammad Wildan Ramadhan(2), Nugroho Widyanto(3*),

(1) Universitas Komputer Indonesia, West Java, Indonesia
(2) Universitas Komputer Indonesia, West Java, Indonesia
(3) International Women University, Indonesia
(*) Corresponding Author



 Social media is widely used by the public as a tool to communicate and obtain various information quickly and easily, one of which is for culinary business owners in the city of Bandung, the use of social media has helped many business actors in the culinary field by optimizing the use of social media as a tool to introduce the products they offer, as did one MSME in Bandung named pentol ceker begal, they managed to develop their business only with tiktok social media, this was done because doing marketing through tiktok did not cost money, in contrast to conventional marketing media such as magazines, newspapers, radio, television, which require a large amount of money but the reach is not as wide as using social media. The method used in this study is a qualitative method with data collection techniques using the accidental sampling method. This research is expected to be an inspiration for business people who still use conventional methods to switch to digital methods as promotional media to increase sales.


social media; culinary business; Promotion

Full Text:



Anwar, M. N., & Daniel, E. (2016). Entrepreneurial marketing in online businesses: The case of ethnic minority entrepreneurs in the UK. Qualitative Market Research, 19(3), 310–338.

Basch, C. H., Hillyer, G. C., & Jaime, C. (2022). COVID-19 on TikTok: harnessing an emerging social media platform to convey important public health messages. International Journal of Adolescent Medicine and Health, 34(5), 367–369.

Becerra-Chauca, N., & Taype-Rondan, A. (2020). TikTok:¿ una nueva herramienta educativa para combatir la COVID-19? Acta Médica Peruana, 37(2), 249–251.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Gan, B., Menkhoff, T., & Smith, R. (2015). Enhancing students’ learning process through interactive digital media: New opportunities for collaborative learning. Computers in Human Behavior, 51, 652–663.

Jerasa, S., & Boffone, T. (2021). BookTok 101: TikTok, digital literacies, and out‐of‐school reading practices. Journal of Adolescent & Adult Literacy, 65(3), 219–226.

Kennedy, M. (2020). ‘If the rise of the TikTok dance and e-girl aesthetic has taught us anything, it’s that teenage girls rule the internet right now’: TikTok celebrity, girls and the Coronavirus crisis. European Journal of Cultural Studies, 23(6), 1069–1076.

Khan, S., Umer, R., Umer, S., & Naqvi, S. (2020). Antecedents of trust in using social media for E-government services: An empirical study in Pakistan. Technology in Society, 101400.

Li, Y., Guan, M., Hammond, P., & Berrey, L. E. (2021). Communicating COVID-19 information on TikTok: a content analysis of TikTok videos from official accounts featured in the COVID-19 information hub. Health Education Research, 36(3), 261–271.

Martín-Rojas, R., Garrido-Moreno, A., & García-Morales, V. J. (2020). Fostering Corporate Entrepreneurship with the use of social media tools. Journal of Business Research, 112, 396–412.

Quiroz, N. T. (2020). TikTok: La aplicación favorita durante el aislamiento. Revista Argentina de Estudios de Juventud, 14, e044–e044.

Roth, G. (2004). Lessons from the desert: Integrating managerial expertise and learning for organizational transformation. The Learning Organization, 11(3), 194–208.

Sarmah, B., Kamboj, S., & Kandampully, J. (2018). Social media and co-creative service innovation: an empirical study. Online Information Review, 42(7), 1146–1179.

Wu, D., Cheng, H., Luo, C., & Han, L. (2022). Does government initiated corporate social responsibility lower the default risk? Evidence from the targeted poverty alleviation campaign in China. Pacific-Basin Finance Journal, 76, 101881.

Article Metrics

Abstract view : 23 times | PDF view : 8 times


  • There are currently no refbacks.

Copyright (c) 2023 Muhamad Reza Sukmana, Muhammad Wildan Ramadhan, Nugroho Widyanto