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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) · pp. 284–294

DOI
10.15294/teknobuga.v14i2.44246
ISSN
2528-7087, 2085-4056
Published
2026-04-10
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 86 co-authorship links · showing the 40 most connected

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  • State University of Semarang
  • Padjadjaran University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
Wulansari PrasetyaningtyasAffiliation unknown2
Aminudin AfandhiAffiliation unknown2
Muhammad Akhid Syib’liAffiliation unknown2
Kurnia Rizkya Sang Saka MaharaniAffiliation unknown1
Devina Permatatika PrabowoAffiliation unknown1
Adhi KusumastutiAffiliation unknown1
Zidny NafilaAffiliation unknown1
Citra OktavikaAffiliation unknown1
Alvin FadholiAffiliation unknown1
Himmatul UlyaAffiliation unknown1
Musdalifah MusdalifahAffiliation unknown1
Sicilia SawitriAffiliation unknown1
RORO HASINA AHMADAffiliation unknown1
Siska NovitasariAffiliation unknown1
KHOIROTUN NURIYAHAffiliation unknown1
Amelia SetiawatiAffiliation unknown1
Kayla Wulansari WijayaAffiliation unknown1
Rhivo Essay Rama YuhermanAffiliation unknown1
Retno Sri IswariState University of Semarang1
Siti FathonahAffiliation unknown1
Rosidah RosidahAffiliation unknown1
Bela Siska KristantiAffiliation unknown1
Intan nur AiniAffiliation unknown1
Diva Maharani PutriPadjadjaran University1
Vidia Dwi AnjaniAffiliation unknown1
Anggita Astiyanti PutriAffiliation unknown1
Kathrina Rizky AnandaAffiliation unknown1
Dwi Nugroho SusantoAffiliation unknown1
Sita NurmasitahAffiliation unknown1
Anugrah Sabila PratiwiAffiliation unknown1
Sania Dwi AndiniAffiliation unknown1
Diana PangestututiAffiliation unknown1
Nabila HusnannisaAffiliation unknown1
Nanik YulianisAffiliation unknown1
Fajar SetyowatiAffiliation unknown1
Ifa NurhayatiAffiliation unknown1
Godham Eko SaputroAffiliation unknown1
Riska Widiya NingsihAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/teknobuga/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>