DIGITAL TRANSFORMATION AND SALES PERFORMANCE IMPROVEMENT OF SAMBELONO EATERY: EVIDENCE FROM A CULINARY SME IN SIDOARJO, INDONESIA

Abstrak

Digital transformation has become a critical factor in enhancing the competitiveness and sustainability of small and medium-sized enterprises (SMEs), particularly in the culinary industry. This study examines the impact of digital transformation on the sales performance of Sambelono Eatery, a culinary SME located in Sidoarjo, Indonesia. Specifically, the research evaluates the contribution of social media engagement, online ordering platforms, customer ratings, and customer retention to sustainable business growth. A quantitative descriptive case-study approach was employed using secondary data collected from company performance records during 2023–2025. The analysis focused on key performance indicators, including annual sales revenue, repeat customers, social media engagement, customer ratings, and online orders. Growth rates were calculated to assess the effectiveness of digital transformation initiatives implemented through digital platforms such as GoFood, GrabFood, ShopeeFood, and social media channels. The findings indicate that digital transformation positively influenced business performance. Annual sales revenue increased from IDR 968 million in 2023 to IDR 1.497 billion in 2025, achieving an average growth rate of 24.36%. Online orders grew by 23.98%, while social media engagement increased by 21.33%. Customer ratings remained consistently high at 4.8 out of 5, reflecting strong customer satisfaction and positive brand perception. However, repeat customer growth reached only 9.67%, remaining below the company target and indicating challenges in customer retention. The study concludes that digital transformation is a key driver of sustainable sales growth in culinary SMEs. Nevertheless, long-term business sustainability requires the integration of digital marketing initiatives with customer relationship management (CRM) strategies, loyalty programs, and personalized customer engagement practices.