Digital Marketing Strategy Analysis of Hidden Farm Café as a Hidden Gem in Bandung
DOI:
https://doi.org/10.37535/104005120256Keywords:
Digital Marketing, Hidden Gem, STP Analysis, 4A Marketing, Culinary BusinessAbstract
Indonesia’s culinary industry has grown significantly, especially among ventures that adopt unique concepts to attract consumers. One emerging trend is the “hidden gem” approach, where remote locations are embraced as part of a brand’s charm. In Bandung, a city known for its creative energy, the Dago Pakar area offers a perfect setting for such businesses. Hidden Farm Café exemplifies this trend, combining a secluded location with organic homemade meals and a cozy atmosphere that appeals to the growing demand for “healing” experiences. The Café leverages social media, particularly TikTok and Instagram, to reach wider audiences and promote its unique appeal. It has successfully attracted communities such as cyclists and young urbanites seeking authentic culinary destinations. However, this study finds that Hidden Farm Café’s digital marketing remains underutilized due to inconsistent content and weak social media strategy, limiting its outreach and growth potential. Despite these challenges, Hidden Farm Café showcases how culinary businesses can thrive off the beaten path through strong brand identity and targeted digital promotion. With improved digital marketing execution, the hidden gem model can offer a sustainable path for creative culinary ventures in Bandung and beyond.
References
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). Sage Publications.
Dalem, A. A. G. P. K. P. (2021). Local Specialty Food as Tourism Potential. The Journal Gastronomy Tourism, 8(1), 50-56. https://doi.org/10.17509/gastur.v8i1.35844
Hayati, C. (2023). Menciptakan hype atau buzz melalui Instagram tourism untuk mempromosikan destinasi wisata "hidden gem". Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 7(2), 1525–1537.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lesmana, T. (2023). Resilience and recovery: Strategies of Indonesian MSMEs in post-pandemic economic revival. Eastasouth Proceeding of Economics and Business (EPEB), 1(1), 48-55.
Malasan, P. L. (2017). Spicing Up the Experience: Rethinking Street-Food in Bandung Tourism. In C. Silver, L. Marques, H. Hanan, & I. Widiastuti (Eds.), Proceedings of the 6th International Conference of Arte-Polis (pp. 11-20). Springer Nature Link. https://doi.org/10.1007/978-981-10-5481-5_2
Malasan, P. L. (2019). The untold flavour of street food: Social infrastructure as a means of everyday politics for street vendors in Bandung, Indonesia. Asia Pacific Viewpoint, 60(1), 51-64. https://doi.org/10.1111/apv.12217
Megawati, S., Herdiansyah, H., Machmud, A., Antriyandarti, E., & Sudirman, S. (2024). Integrating circular economy, digital economy, and social protection policies to drive green business innovation: Insights from Indonesia’s culinary SMEs. Problems and Perspectives in Management, 22(4), 368-381. https://doi.org/10.21511/ppm.22(4).2024.28
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015
Rukin. (2019). Metodologi penelitian kualitatif. Yayasan Ahmar Cendikia Indonesia.
Rukma, D. F. S., & Narulita, M. D. (2018). Image Bandung Culinary Travel Destination As Seen From The Perception of Tourists to The City of Bandung. Jurnal Wacana Ekonomi, 17(2), 126-138.
Setyanti, S. W. L. H. (2017). Innovation strategy and business model for Batik SMEs in East Java Indonesia. In I. S. Wekke, A. Harakan, A. L. Prianto, Hamrun, A. Taufik, M. M. Tahir, Nasrulhaq, Z. Nahruddin, N. Khaerah, A. M. Haris, N. Hartaman, Goestina, Wahyuni, A. Suryaningsih, Hamsir, M. Hasib, & M. P. Rahayu (Eds.), Proceedings of the International Conference on Ethics in Governance (ICONEG 2016) (pp. 20-22). Atlantis Press. https://doi.org/10.2991/iconeg-16.2017.5
Sheth, J. N., & Sisodia, R. S. (2012). The 4A’s of marketing: Creating value for customer, company, and society. Routledge.
Sisca, Wijaya, A., Chandra, E., & Simarmata, H. M. P. (2022). Global Marketing Management Training for Batik Craftsmen in Solo. International Journal of Community Service, 2(1), 101-109. https://doi.org/10.51601/ijcs.v2i1.74
Teece, D. J. (2014). A dynamic capabilities-based entrepreneurial theory of the multinational enterprise. Journal of International Business Studies, 45(1), 8-37. https://doi.org/10.1057/jibs.2013.54
Untari, D. T., & Satria, B. (2025). Reimagining Indonesia’s culinary tourism: The power of gastronomy and branding. Greenation International Journal of Tourism and Management, 3(2), 150-155. https://doi.org/10.38035/gijtm.v3i2.329
Upward, A., & Jones, P. (2016). An ontology for strongly sustainable business models: Defining enterprise frameworks compatible with natural and social science. Organization & Environment, 29(1), 97-123. https://doi.org/10.1177/1086026615592933
Wahab, D. A., Anggadini, S. D., Soegoto, D. S., & Yunanto, R. (2024). Building the success of culinary SMEs in food processing: Perspectives on business ecosystem analysis and digital transformation in West Java, Indonesia. Edelweiss Applied Science and Technology, 8(6), 8281-8293. https://doi.org/10.55214/25768484.v8i6.3791
Wahyudi, A. S., Yulivan, I., & Rahman, A. (2024). The role of micro, small, and medium enterprises (MSMEs) in supporting Indonesia’s economic resilience. Jurnal Pertahanan: Media Informasi tentang Kajian dan Strategi Pertahanan yang Mengedepankan Identity, Nasionalism dan Integrity, 10(2), 297-307. https://doi.org/10.33172/jp.v10i2.19519
