Analysis of Digital Marketing Strategies for Ghost Kitchen Business Service (Case Study on Ghost Kitchen MSME Business Doubts in Semarang City)

Abstract

Ghost Kitchen is a business that provides a place or kitchen for businesses in the culinary field and helps them so that their business activities can be integrated with computerized information technology, especially restaurants or fast food that serve online purchases in food delivery applications. The identified characteristics of ghost kitchens are low costs, and unique branding. Challenges include dependence on aggregators, voice of customers and branding. The identified critical success factors are sales promotions, brand reputation and application ratings.