Implementing Social Media Based Digital Marketing for Salted Bun MSME Using Design Thinking

Authors

  • I Putu Yudha Mulya Prasetya Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • I Putu Bayu Arisnaya Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • I Made Widia Pratama Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • Kadek Java Gunawan Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • I Putu Dharma Dwara Putra Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • I Made Dwi Indra Yana Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia
  • Ni Luh Putu Ning Septyarini Putri Astawa Fakultas Teknologi Informasi dan Desain, Universitas Primakara, Kota Denpasar, Bali, Indonesia https://orcid.org/0000-0002-0051-0997
  • Putu Devangga Makarabaja Fakultas Ekonomi dan Bisnis, Universitas Primakara, Kota Denpasar, Bali, Indonesia https://orcid.org/0009-0003-2639-1417

DOI:

https://doi.org/10.51903/v5d6gg62

Keywords:

Digital Marketing, SME, Social Media, Marketing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in supporting economic growth and job creation. However, many MSMEs still face challenges in optimizing digital technology for marketing activities. One example is Salted Bun, a culinary MSME located in Sanur, Bali, which experienced low brand awareness after transitioning from an online business model to a physical store. This study aims to design and implement a social media-based digital marketing strategy to improve awareness, engagement, and business competitiveness. The research employs the Design Thinking framework with a descriptive qualitative approach consisting of the empathize, define, ideate, prototype, and evaluation stages. Data were collected through direct observation, interviews with the business owner, and analysis of existing digital marketing activities. The findings reveal that the primary issue faced by Salted Bun is not product quality but rather limited exposure and the ineffective utilization of social media platforms. Based on the analysis, a digital marketing strategy was developed through creative content creation on Instagram and TikTok, focusing on increasing brand awareness, generating Fear of Missing Out (FOMO), and encouraging a snowball effect through user-generated content. After four weeks of implementation, the strategy resulted in an approximately ±175% increase in average TikTok views, ±40% increase in TikTok followers, and 80-125% increase in daily store visits. This study contributes a practical and applicable digital marketing strategy for MSMEs with limited resources while also providing a reference for future research and implementation of digital marketing strategies in the MSME sector during the digital transformation era.

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Published

2026-10-28

Issue

Vol. 5 No. 3 (2026): November

Section

IT Governance, E-Commerce and E-Government

License

Copyright (c) 2026 I Putu Yudha Mulya Prasetya, I Putu Bayu Arisnaya, I Made Widia Pratama, Kadek Java Gunawan, I Putu Dharma Dwara Putra, I Made Dwi Indra Yana, Ni Luh Putu Ning Septyarini Putri Astawa, Putu Devangga Makarabaja

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