Document Type : Research Paper
Authors
1
Department of Management Science, Lakidende Unaaha University, Indonesia
2
Faculty of Teacher Training and Education, Lakidende Unaaha University, Unaaha, Indonesia
3
Department of Administrative Science, Lakidende Unaaha University, Indonesia
4
Department of Urban and Regional Planning, Lakidende University, Unaaha, Indonesia
5
Institut Dharma Bharata Grup, Kendari, Indonesia
6
Department of Management Science, Lakidende Unaaha University, Unaaha, Indonesia
10.22059/ijms.2026.405025.678153
Abstract
The global culinary industry is undergoing significant transformation due to changing consumer lifestyles and accelerated digitalization. Marketing strategies based on Segmentation, Targeting, and Positioning (STP) are crucial for maintaining competitiveness and promotional effectiveness. This study evaluates the implementation of STP strategies in culinary MSMEs in Konawe Regency, specifically JR Resto, and and Mbakoy Coffee, emphasizing the integration of internal (employee) and external (consumer) perspectives. Using a qualitative approach with a comparative case study, data was collected from 41 informants through in-depth interviews, participant observation, and internal documentation. Analysis was conducted thematically with open, axial, and selective coding, and validated through source triangulation and member checking. The effectiveness of STP depends on the adaptive interaction between employee understanding, digitalization, and consumer response. JR Resto excels in the synergy of personalized service and offline–online promotions, while Mbakoy Coffee excels in digital engagement but is limited in physical conversions. Employees act as strategic mediators connecting STP logic with customer experience through motivation, digital literacy, and a sense of ownership. This study recommends integrating digital promotions with personal interactions, empowering employees as brand communicators, and optimizing operational capacity to strengthen promotional effectiveness and customer loyalty.
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