A Financial Perspective on Online and Offline Marketing in the F&B Industry: Evidence from Cirebon Msmes

Authors

  • Muhammad Fikri Abdullah Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia
  • Ahmad alfariz Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia
  • Lis Tatin Hernidatiyantin Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia
  • Soesanty Maulany Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia

DOI:

https://doi.org/10.38035/gijtm.v3i2.449

Keywords:

Online Marketing, Offline Marketing, MSMEs, Hybrid Strategy, Digital Literacy, ROI

Abstract

This study aims to analyze the effectiveness of online and offline marketing strategies in the food and beverage industry in Cirebon and identify the challenges and success factors of each strategy. Using a mixed-methods approach, data were collected from 50 MSMEs through surveys and in-depth interviews with 10 business owners/managers. The results indicate that online marketing is more effective in driving sales growth (14.31% vs. 8.04%) and acquiring new customers (28.51 vs. 15.06 customers/month), whereas offline marketing excels in return on investment (ROI) at 25.00% compared to 20.28% for online marketing. Key challenges in online marketing include high competition and limited digital literacy, while offline marketing faces market reach limitations and high printing costs. Success factors for online marketing include customer engagement on social media and targeted digital campaigns, while offline marketing is influenced by strategic locations and strong community relationships. This study recommends adopting a hybrid strategy to maximize business growth and cost efficiency, especially in semi-urban markets like Cirebon.

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Published

2025-07-19

How to Cite

Muhammad Fikri Abdullah, Ahmad alfariz, Lis Tatin Hernidatiyantin, & Soesanty Maulany. (2025). A Financial Perspective on Online and Offline Marketing in the F&B Industry: Evidence from Cirebon Msmes. Greenation International Journal of Tourism and Management, 3(2), 233–241. https://doi.org/10.38035/gijtm.v3i2.449

Issue

Vol. 3 No. 2 (2025): (GIJTM) Greenation International Journal of Tourism and Management (June - August 2025)

Section

Articles

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Copyright (c) 2025 Muhammad Fikri Abdullah, Ahmad alfariz, Lis Tatin Hernidatiyantin, Soesanty Maulany

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