Influencer marketing has become an increasingly important strategy for culinary businesses facing weakening consumer purchasing power. A study published in the Indonesian Journal of Business Analytics found that culinary entrepreneurs must shift their marketing approach from simply creating desire to providing rational reasons for consumers to continue spending money. The research was conducted by Luckhy Natalia Anastasye Lotte from Universitas Papua together with Silvia Ekasari, Dadang Suhardi, Susanto, and Halim Dwi Putra from several Indonesian higher education institutions.
The study highlights the growing challenges faced by the culinary industry, including rising operational costs and declining consumer purchasing power caused by economic pressure. In this situation, culinary businesses can no longer rely solely on visual promotions or social media trends. Instead, they must demonstrate real value and practical benefits to consumers.
Researchers explained that the culinary sector currently operates in a highly competitive ecosystem. In addition to increasing raw material prices, rental costs, and labor expenses, culinary businesses must also adapt to rapidly changing consumer behavior driven by digital platforms and online food delivery services.
In the digital era, food is no longer viewed merely as a basic necessity but also as part of lifestyle and social identity. Modern consumers are increasingly attracted to culinary products that offer visually appealing experiences and social media-friendly content. As a result, influencer-based marketing strategies are becoming more relevant for culinary entrepreneurs.
The research used a qualitative strategic study approach supported by secondary data from books, scientific journals, and academic sources related to digital marketing and culinary business development.
The study identified several effective marketing strategies for culinary businesses during periods of weakening purchasing power:
- Prioritizing micro and nano influencers with high audience trust rather than relying only on large follower counts.
- Focusing on local influencers to increase direct visits to physical outlets.
- Using rational content approaches that emphasize affordability and practical value.
- Combining promotions with bundling packages, flash sales, and exclusive promo codes.
- Utilizing short-video platforms such as TikTok and Instagram Reels to expand organic reach.
- Measuring promotional effectiveness through unique codes and digital link tracking.
The study also found that consumers are now more attracted to honest and educational reviews rather than overly aggressive promotional content. Influencers who provide constructive criticism, affordable menu recommendations, and authentic experiences are considered more trustworthy by audiences.
In addition, storytelling was identified as a key element in digital culinary marketing. Content that highlights cooking processes, ingredient origins, and dining experiences is considered more effective in building emotional connections with consumers.
The researchers also emphasized the importance of technology and data analytics in the modern culinary industry. Consumer behavior data collected through digital platforms has become a valuable asset for designing more personalized and targeted promotional strategies.
Luckhy Natalia Anastasye Lotte and her research team concluded that influencer marketing strategies during economic downturns must become more efficient, measurable, and value-oriented. According to the researchers, successful digital promotion is no longer determined solely by influencer popularity but by the level of trust and closeness influencers maintain with their audiences.
The findings are considered highly relevant for culinary MSMEs, restaurant owners, and digital marketing practitioners in Indonesia. As competition intensifies and economic conditions remain uncertain, authentic and measurable influencer marketing strategies may help businesses retain customers while improving promotional efficiency.
Author Profiles
- Luckhy Natalia Anastasye Lotte - Universitas Papua
- Silvia Ekasari - STIE Manajemen Bisnis Indonesia
- Dadang Suhardi - Universitas Kuningan
- Susanto - STIE Bisnis Indonesia
- Halim Dwi Putra - Politeknik Negeri Bengkalis
Research Source
Lotte, L. N. A., Ekasari, S., Suhardi, D., Susanto, & Putra, H. D. (2026). A Study of Culinary Business Marketing Strategies Using Influencers Amidst Weakening Consumer Purchasing Power. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 2, April 2026, pp. 335–344.
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