IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE

Abstract

This research aims to find the influence of digital marketing and marketing strategies on the development of culinary businesses using a quantitative study approach. The research population was 60, who were all culinary business people at this tourist attraction. Measurement of research variables was carried out using a questionnaire with answers based on a Likert scale, then the data was processed using the SPSS and Smart-PLS applications. Regression testing shows that digital marketing has no significant effect while marketing strategy has a positive and significant effect. The implications of this research show that the use of digital marketing in a short period of time has not had an impact on business development so it needs to be carried out continuously over a long period of time. The right marketing strategy can support business development so it needs to continue to be innovated with new innovations.