Strategi Adaptasi Digital UMKM Kuliner di Kota Medan dalam Menghadapi Persaingan Platform Food Delivery

Abstract

This study aims to analyze the digital adaptation strategies implemented by Culinary Micro, Small, and Medium Enterprises (MSMEs) in Medan to navigate intense competition within Online Food Delivery (OFD) platforms. Amidst the hegemony of major platforms such as GoFood, GrabFood, and ShopeeFood, culinary MSMEs in Medan face challenges including high commission fees and price war phenomena. Using a descriptive qualitative approach, data were collected through in-depth interviews with eight culinary MSME owners in Medan's business centers and observations of their digital performance. The results indicate that MSMEs adapt through four main strategies: (1) Price management using measured mark-up techniques to maintain profit margins; (2) Utilizing social media as a visual storytelling tool to build trust; (3) An omni-channel strategy by directing loyal customers to independent ordering channels (WhatsApp Business) to avoid platform commissions; and (4) Operational innovation in packaging to maintain digital ratings. This study concludes that the success of digital adaptation for culinary MSMEs in Medan highly depends on the ability to balance visibility on applications with strengthening direct relationships with customers.