STRATEGI ADAPTASI DIGITAL PADA INDUSTRI KULINER SKALA KECIL DAN MENENGAH DALAM MENJAGA KEBERLANJUTAN USAHA DI ERA PASCAPANDEMI

Abstract

Abstract: Changes in post-COVID-19 market behavior have compelled Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector to overhaul their operational management. The decline in face-to-face activities and the public’s high reliance on online channels have necessitated the adoption of technology-based tactical measures. This review aims to map the patterns of technological adaptation implemented by culinary businesses and assess the extent to which such integration can strengthen their position in the market. A descriptive-qualitative approach was employed through the examination of secondary data and observation of current industry dynamics. The findings indicate that business performance is no longer driven solely by physical location, but rather by the reliability of three key aspects: the food-delivery partnership ecosystem, accurate financial record-keeping through digital transaction systems, and effective engagement on social media. The synergy among these three components has proven effective in reducing routine operating expenses while simultaneously expanding customer reach.

Keywords: Digital Adaptation, Culinary MSMEs, Business Competitiveness, Post-Pandemic, Business Strategy.

Abstrak: Perubahan perilaku pasar pascapandemi COVID-19 memaksa pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner untuk merombak tata kelola operasional mereka. Penurunan aktivitas tatap muka dan tingginya ketergantungan masyarakat terhadap kanal daring menuntut hadirnya langkah taktis berbasis teknologi. Penelaahan ini bertujuan untuk memetakan pola adaptasi teknologi yang diterapkan oleh para pelaku usaha kuliner serta mengukur sejauh mana integrasi tersebut mampu memperkuat posisi tawar mereka di pasar. Pendekatan deskriptif-kualitatif digunakan melalui penelusuran data sekunder dan pengamatan dinamika industri terkini. Hasil kajian mengindikasikan bahwa akselerasi kinerja usaha tidak lagi bertumpu pada lokasi fisik semata, melainkan pada keandalan tiga aspek utama: ekosistem kemitraan food delivery, kerapian pencatatan finansial melalui sistem transaksi digital, serta efektivitas interaksi di media sosial. Sinergi ketiga komponen ini terbukti efektif memangkas pengeluaran rutin sekaligus memperluas jangkauan pembeli.

Kata Kunci: Penyesuaian Digital, UMKM Kuliner, Daya Saing Usaha, Pascapandemi, Strategi Bisnis.