STRATEGI DIGITAL MARKETING DAN BRAND AWARENESS: SEBUAH PERSPEKTIF LEADER DALAM SEKTOR KULINER

This study designs, implements, and evaluates a digital marketing and brand awareness framework for MSME Rumah Makan Padang Sinar Surya Uni Seera, focusing on leadership and project management. Using a descriptive qualitative single-case study design, data was collected via participant observation, semi-structured interviews with the business owner, and project documentation analysis. A three-member cross-functional team executed a structured three-month strategy on Instagram and TikTok, maintaining a posting cadence of three times weekly. Results show that an organized digital marketing model—spanning schedule engineering, task oversight, metric tracking, and KPI evaluation—significantly elevated the business's digital footprint. Over three months, the brand gained 347 Instagram and 512 TikTok followers, while average engagement rates reached 5.0% and 8.1%, respectively. Crucially, monthly revenue increased by 65.2%, rising from IDR 14,622,000 (February 2025 baseline) to IDR 24,150,000 (May 2025 peak). Integrating data-driven leadership with productivity tools (Google Spreadsheets, Canva, CapCut, Linktree) proved highly efficacious. This study offers a practical, structured blueprint for culinary MSMEs seeking digital transformation through effective leadership and project management.