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The purpose of this paper is to explore the implementation of digital marketing communication in food and beverage service MSME. This case study uses in-depth interviews with business owners and direct observation as data gathering methods. This study identifies several factors affecting utilization of digital marketing communication channel in terms of owner-managers in the knowledge and expertise of use of Internet marketing channels and tools, human resources where the owner was still working on several roles simultaneously, and environmental support. These factors play a role in the decision of why social media marketing is dominant than the other channels. This research academically contributes to an understanding of how digital marketing communication channels are applied in real contexts. Practically, this research can be used as a basis for consideration for the local government to program training and assistance in order to maximize the potential of digital marketing. However, this study has limitations and needs further research and investigation in the future such as quantitative studies where more business people can participate