Abstract & Overview
This research examines the implementation of digital marketing data clustering methods on the revenue of culinary SMEs in Makassar City using the K-Means method. The study finds that culinary SMEs using 2 to 4 social media platforms tend to have higher revenues, ranging from IDR 3,000,000 to IDR 4,000,000, compared to those using only 1 to 2 platforms, with revenues between IDR 500,000 and IDR 1,000,000. Correlation analysis reveals a strong relationship between the number of social media platforms used and monthly revenue, and a moderate correlation between the number of social media posts and revenue. These findings underscore the importance of using multiple social media platforms and maintaining consistent posting as effective digital marketing strategies. Recommendations for new entrepreneurs and culinary SMEs include enhancing knowledge and skills related to digital marketing and utilizing available training to maximize marketing potential and business growth in a competitive market.