Berjualan di Era Scroll: Analisis Perubahan Pendapatan Umkm Kuliner Kota Bandung Sebelum dan Sesudah Adopsi Media Sosial

Abstract

Although the majority of culinary MSMEs in Bandung City have adopted social media as a marketing tool, few have empirically measured its impact on business revenue. This study aims to analyze the difference and magnitude of revenue changes among culinary MSMEs in Bandung City before and after social media adoption. A paired quantitative comparative approach was employed using purposive sampling on 30 culinary traders actively using social media for at least six months, supplemented by interviews with five informants. Results reveal that average revenue increased by 36.14% (from IDR 21.07 million to IDR 29.88 million per month) following social media adoption, with 97% of traders recording revenue growth. The most widely used platforms were Instagram (32%) and TikTok (30%), while WhatsApp Business recorded the highest revenue increase (+40.68%). All culinary product categories showed positive gains, indicating that social media adoption benefits are distributed evenly across product segments.