Strategi Peningkatan Daya Saing UMKM Kuliner di Era Digital: Studi Kasus pada Pelaku Usaha di Kota Semarang

Culinary MSMEs in Semarang City make significant contributions to the regional economy (22% of local revenue), yet face challenges such as low digital adoption (only 18% of MSMEs utilize technology optimally), raw material inflation (15-20%), and competition with modern franchises. This study analyzes competitiveness enhancement strategies through a qualitative case study approach involving 15 traditional culinary MSMEs (Lumpia, Bandeng Presto, Tahu Gimbal) that use at least one digital platform. Data was collected through interviews, observations, and document analysis, then evaluated using an integrated SWOT matrix (RBV, Dynamic Capabilities, and Institutional Theory). The findings reveal: (1) Iconic products possess competitive advantages based on local wisdom, yet 72% of MSMEs fail to optimize digital branding; (2) Adoption of TikTok Shop and GoFood increases revenue by up to 40%, but is hindered by low digital literacy among older generations (58% can only upload product photos); (3) Technology-based upstream-downstream collaboration (e.g., blockchain) is required to mitigate inflation and logistics risks; (4) Government programs (Digital KUR, Semarang MSME Digital Hub) serve as transformation catalysts. In conclusion, competitiveness strategies require the integration of three aspects: optimization of local products, enhanced digital capabilities, and policy synergy. Recommendations include practical digital training, creative packaging innovation, and strengthening support ecosystems. This study contributes the Digital Heritage Culinary Framework model, applicable to other heritage cities.