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Marketing Strategy Analysis in the Digital Age in Facing Business Competition at Virgin Cake & Bakery Semarang

TEKNOBUGA: Jurnal Teknologi Busana dan Boga · Vol. 14 No. 2 (2026) · hlm. 284–294

DOI
10.15294/teknobuga.v14i2.44246
ISSN
2528-7087, 2085-4056
Terbit
2026-04-10
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

The development of information technology in the digital era has changed the business landscape, encouraging Micro, Small, and Medium Enterprises (MSMEs) to adapt in order to remain competitive. Increasingly fierce competition requires MSME bakeries to comprehensively optimize their digital marketing strategies. This study aims to analyze the digital marketing strategy of Virgin Cake & Bakery Semarang by reviewing five main indicators, namely product superiority, price, location, digital information, and promotion. The research method used is quantitative with a descriptive percentage approach to analyze the perceptions of 100 respondents selected using purposive sampling based on the Lemeshow formula for an infinite population. The research instrument was tested for validity using the Product Moment Pearson formula (r > 0.444) and reliability using the Cronbach's Alpha method (α > 0.60). The data were analyzed using mean and percentage calculations, then interpreted on a five-category interval scale. The results showed that the overall implementation of Virgin Cake & Bakery's digital marketing strategy was in the good category. The product excellence indicator received the highest average score of 4.14, followed by location 4.10, price 4.07, digital information 3.84, and promotion 3.53, which was the lowest score. These findings indicate that although product excellence is a major strength, the aspect of digital promotion still needs to be improved in terms of intensity and creativity. The practical implications of this study provide recommendations for Virgin Cake & Bakery to increase the frequency of promotional content, utilize paid advertising, and collaborate with local influencers to expand market reach and strengthen competitiveness in the digital era.

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24 penulis · 36 tautan kepenulisan bersama · 3 lintas organisasi

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  • State University of Semarang
  • Hasanuddin University
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Rekan penulisOrganisasiArtikel bersama
Wulansari PrasetyaningtyasState University of Semarang2
Devina Permatatika PrabowoState University of Semarang1
ADHI KUSUMASTUTIState University of Semarang1
Zidny NafilaState University of Semarang1
Citra OktavikaState University of Semarang1
Himmatul UlyaState University of Semarang1
Musdalifah MusdalifahHasanuddin University1
Sicilia SawitriState University of Semarang1
RORO HASINA AHMADState University of Semarang1
Siska NovitasariState University of Semarang1
KHOIROTUN NURIYAHState University of Semarang1
Amelia SetiawatiAfiliasi tidak diketahui1
Kayla Wulansari WijayaState University of Semarang1
Rhivo Essay Rama YuhermanState University of Semarang1
Intan Nur AiniState University of Semarang1
Vidia Dwi AnjaniState University of Semarang1
Anggita Astiyanti PutriState University of Semarang1
Kathrina Rizky AnandaState University of Semarang1
Dwi Nugroho SusantoState University of Semarang1
Ifa NurhayatiState University of Semarang1
Godham Eko SaputroState University of Semarang1
Riska Widiya NingsihState University of Semarang1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/teknobuga/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Marketing Strategy Analysis in the Digital Age in Facing Business Competition at Virgin Cake &amp; Bakery Semarang</dc:title>
	<dc:creator xml:lang="en">Priscillia, Frisca</dc:creator>
	<dc:creator xml:lang="en">Rachmawati, Rina</dc:creator>
	<dc:subject xml:lang="en">Digital Marketing Strategy</dc:subject>
	<dc:subject xml:lang="en">bakery SMEs</dc:subject>
	<dc:subject xml:lang="en">product superiority</dc:subject>
	<dc:subject xml:lang="en">digital promotion</dc:subject>
	<dc:subject xml:lang="en">descriptive percentage</dc:subject>
	<dc:description xml:lang="en">The development of information technology in the digital era has changed the business landscape, encouraging Micro, Small, and Medium Enterprises (MSMEs) to adapt in order to remain competitive. Increasingly fierce competition requires MSME bakeries to comprehensively optimize their digital marketing strategies. This study aims to analyze the digital marketing strategy of Virgin Cake &amp;amp; Bakery Semarang by reviewing five main indicators, namely product superiority, price, location, digital information, and promotion. The research method used is quantitative with a descriptive percentage approach to analyze the perceptions of 100 respondents selected using purposive sampling based on the Lemeshow formula for an infinite population. The research instrument was tested for validity using the Product Moment Pearson formula (r &amp;gt; 0.444) and reliability using the Cronbach's Alpha method (α &amp;gt; 0.60). The data were analyzed using mean and percentage calculations, then interpreted on a five-category interval scale. The results showed that the overall implementation of Virgin Cake &amp;amp; Bakery's digital marketing strategy was in the good category. The product excellence indicator received the highest average score of 4.14, followed by location 4.10, price 4.07, digital information 3.84, and promotion 3.53, which was the lowest score. These findings indicate that although product excellence is a major strength, the aspect of digital promotion still needs to be improved in terms of intensity and creativity. The practical implications of this study provide recommendations for Virgin Cake &amp;amp; Bakery to increase the frequency of promotional content, utilize paid advertising, and collaborate with local influencers to expand market reach and strengthen competitiveness in the digital era.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-04-10</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/teknobuga/article/view/44246</dc:identifier>
	<dc:identifier>10.15294/teknobuga.v14i2.44246</dc:identifier>
	<dc:source xml:lang="en">TEKNOBUGA: Jurnal Teknologi Busana dan Boga; Vol. 14 No. 2 (2026); 284 - 294</dc:source>
	<dc:source>2528-7087</dc:source>
	<dc:source>2085-4056</dc:source>
	<dc:source>10.15294/teknobuga.v14i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/teknobuga/article/view/44246/9005</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 TEKNOBUGA: Jurnal Teknologi Busana dan Boga</dc:rights>
</oai_dc:dc>