Social Media-Based Digital Marketing Strategy in Racsha Catering Business: SWOT Analysis

Abstract

The development of era and lifestyle changes have led to an increase in the demand for food and beverages, opening up opportunities for catering businesses. Racsha Catering in Bekasi, established in 2016, started as a lunch service at the school and now serves various major events. This study aims to analyze the strategy of using social media to expand the reach of promotion and increase brand awareness of Racsha Catering. The research method used is a qualitative approach through literature studies, interviews, and observations. The SWOT analysis shows Racsha Catering’s strength in product and service quality, as well as great opportunities through social media. However, weaknesses in the reach of promotions and threats from competitors must be overcome with creative strategies. By optimizing social media and understanding consumer trends, Racsha Catering was able to expand its market and increase revenue. This research provides strategic recommendations for the development and use of social media in supporting the sustainable growth of catering businesses.