Digital marketing Strategy Using BPMN Tools to Improve UMKM Business Processes of Alam’s Bakery

Authors

  • Naffisa Zahra Ratu Hermalia Universitas Kartamulia Purwakarta, Purwakarta, Jawa Barat, Indonesia
  • Nida Elia Sari Ningsih Universitas Kartamulia Purwakarta, Purwakarta, Jawa Barat, Indonesia
  • Syifa Nurrohmah Universitas Kartamulia Purwakarta, Purwakarta, Jawa Barat, Indonesia
  • Asep Yusapra Salim Universitas Kartamulia Purwakarta, Purwakarta, Jawa Barat, Indonesia https://orcid.org/0009-0006-3537-4696

DOI:

https://doi.org/10.51903/c9qx1724

Keywords:

MSMEs, Digital marketing, BPMN, Business Process Improvement, Bakery Industry

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting the Indonesian economy, especially in the culinary sector. However, many MSMEs still experience difficulties in managing business processes and implementing effective digital marketing strategies. Alam’s Bakery, a home-based Bakery business located in Purwakarta, Indonesia, still relies on WhatsApp for product ordering, resulting in unstructured order records, communication errors, delayed order processing, and limited market reach. This study aims to analyze digital marketing strategies using Business Process Model and Notation (BPMN) to improve the business processes of Alam’s Bakery. This research applied a qualitative descriptive approach through observation and semi-structured interviews involving the owner, sales admin, and production staff. SWOT analysis and SWOT Matrix were used to identify internal and external business factors, while BPMN was utilized to model the existing (as-is) and proposed (to-be) business processes. The results indicate that BPMN-based business process redesign and digital marketing integration improve operational coordination, order management, payment verification, customer service, and promotional effectiveness. The redesigned process also supports digital invoices, inventory synchronization, delivery tracking, and broader customer engagement through social media and food delivery platforms. This study contributes to the implementation of digital transformation strategies for MSMEs through BPMN-based process improvement and digital marketing optimization.

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Published

2026-10-28

Issue

Vol. 5 No. 3 (2026): November

Section

BIS, and Enterprise Information Systems (ERP, EAI, CRM, SCM)

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Copyright (c) 2026 Naffisa Zahra Ratu Hermalia, Nida Elia Sari Ningsih, Syifa Nurrohmah, Asep Yusapra Salim

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