DARI KOMODITAS KE PENGALAMAN: MODEL KONSEPTUAL PHYGITAL REPOSITIONING UMKM KULINER GENERASI Z DI BANDUNG

Rini Astuti Astuti, Taty Siti Aisah, Dodi Tisna Amijaya

Abstract


Industri kuliner tradisional (street food) di Indonesia menghadapi tekanan ganda: perang harga yang menggerus margin dan ekspektasi Generasi Z terhadap pengalaman premium serta validasi sosial (social currency). Pengabdian kepada Masyarakat (PKM) ini melakukan intervensi strategis melalui re-positioning berbasis data empiris dari 330 konsumen dan 10 pemilik UMKM kuliner di Bandung. Menggunakan desain convergent parallel mixed-method dalam kerangka Participatory Action Research, kegiatan ini mengintegrasikan lima pilar keilmuan: Pendidikan, Teknologi, Sosial Humaniora, Ekonomi, dan Bisnis. Temuan menunjukkan bahwa Gen Z membeli produk kuliner bukan sekadar untuk kenyang, melainkan untuk konten digital (social currency) dan ruang interaksi (Third Place). Pendampingan berhasil merumuskan Model Konseptual Phygital Repositioning yang menggeser orientasi UMKM dari "penjual komoditas murah" menjadi "penyedia pengalaman phygital yang value for money". Monitoring 60 hari menunjukkan peningkatan engagement rate media sosial rata-rata 40% (SD = 8,3%) dan kenaikan nilai transaksi rata-rata dari Rp15.000 menjadi Rp19.000 per pembelian berkelompok (naik 26,7%). Model ini bersifat modular dan dapat diadaptasi dengan kearifan lokal, meskipun generalisasinya memerlukan validasi lintas wilayah.
Kata Kunci: Experiential Marketing; Generasi Z; Phygital; Repositioning; Social Currency; Third Place

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DOI: https://doi.org/10.30998/dinamika.v3i1.9255

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