Adaptasi UMKM Sektor Makanan dan Minuman di Era Digital (Studi Kasus Sop Buah Irine Gresik)

Abstract

This study aims to analyze the forms of adaptation adopted by Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in the digital age, with a case study of Sop Buah Irine in Gresik. The increasingly digital transformation of consumer behavior demands that business operators

focus not only on product quality but also on presentation methods, the purchasing experience, and interactions in the digital space. This study employs a descriptive qualitative approach with data collection techniques including in-depth interviews, field observations, and documentation of social media content. The research findings indicate that Irine’s Fruit Soup successfully adapted through six key aspects: visually appealing product innovation, enhanced packaging and logistics systems, implementation of digital payments, flexible online ordering services, utilization of customer data, and the development of added value through collaborations and delivery services (jastip). Additionally, operational digitalization and social media optimization play a crucial role in building brand awareness and expanding market reach. This study confirms that the success of culinary SMEs in the digital era heavily depends on the ability to integrate technology with marketing strategies based on consumer experience. These findings are expected to serve as a practical reference for SME operators in developing sustainable digital adaptation models within Indonesia’s culinary sector.