Applying Consumer Behavior Insights through Service Learning to Strengthen Digital Marketing Practices among Culinary MSMEs
DOI:
https://doi.org/10.62569/hjcs.v3i2.286Keywords:
Service Learning, Consumer Behavior, Digital Marketing, Culinary MSMEs, AISASAbstract
Micro, small, and medium enterprises (MSMEs) face increasing challenges in adapting their marketing practices to changing consumer behavior and the growing use of social media. This community service initiative aimed to analyze consumer behavior and develop relevant digital marketing strategies for Moresto Dimsum, a culinary MSME in Bandar Lampung, Indonesia, through a service learning approach that connects academic knowledge with practical community needs. The activity employed a qualitative descriptive approach involving direct observation, interviews with 15 consumers, and mentoring activities with the business partner. Consumer behavior was analyzed using the Five-Stage Consumer Purchase Process Model and the AISAS framework (Attention, Interest, Search, Action, and Share). The findings were used to formulate digital marketing recommendations tailored to consumer preferences and the partner's marketing challenges. The findings indicated that strategic location, product taste, and affordable prices were the primary factors influencing purchasing decisions, accounting for 36.36%, 33.33%, and 21.21% of the reported responses, respectively. Although consumers demonstrated interest in the products, digital promotional exposure and electronic word-of-mouth activities remained limited. Based on these findings, the proposed marketing strategy emphasized consistent Instagram content, brand storytelling, short-form video optimization, clearer product and promotional information, and conversion-oriented communication. These recommendations provide a practical framework for aligning digital marketing activities with consumer behavior. Integrating consumer behavior analysis with service learning offers an opportunity to connect academic learning with the practical needs of culinary MSMEs. The activity generated context-specific digital marketing recommendations for Moresto Dimsum and highlighted the importance of understanding consumer preferences when developing social media strategies.
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