Pemberdayaan Warung Brader Melalui Inovasi Digital Marketing sebagai Upaya Meningkatkan Omset dan Eksistensi

Abstract

This study aims to determine the role of digital marketing innovation in increasing turnover and the existence of "warung brader" (small-scale food stalls) amidst market competition. The method used was Participatory Action Research (PAR), with case studies of several stalls implementing digital marketing strategies. The results show that utilizing social media and online shopping platforms effectively expands the market, builds customer loyalty, and increases sales. However, obstacles remain, such as limited digital literacy and capital. Therefore, mentoring and training are needed to optimize digital marketing to maintain the sustainability of stalls in the digital era.