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All Journal JUPARITA: Jurnal Pariwisata Tawangmangu
Wirda Lilia
Universitas Prima Indonesia Kampus Pekanbaru
Arts Humanities Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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ANALYSIS OF THE EFFECT OF DIGITAL MARKETING AND BRAND IMAGE ON CONSUMER ATTRACTION IN MICRO ENTERPRISES IN THE CULINARY SECTOR OF TENAYAN RAYA Williya Meta; Aland Polma Naek Sihombing; Wirda Lilia; Delima Jusan Natali
Jurnal Pariwisata Tawangmangu Vol 4 No 2 (2026): July 2026
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/juparita.v4i2.1221

Abstract

This study aims to analyze the influence of digital marketing and brand image on consumer attraction in micro-enterprises in the culinary sector of Tenayan Raya, Pekanbaru. Employing a quantitative approach with an explanatory research design, data were collected through surveys of 30 micro-businesses that have implemented digital marketing strategies. The results of multiple linear regression analysis indicate that digital marketing has a significant and positive impact on business growth, particularly in enhancing product visibility, market reach, and sales volume. In contrast, brand image does not show a significant effect on consumer attraction, as purchasing decisions are more influenced by functional factors such as taste, price, and word-of-mouth recommendations. These findings highlight the importance of digital adaptation for micro-enterprises as a primary strategy to remain competitive in a dynamic market. Meanwhile, brand image development should be pursued gradually as a long-term strategy once the core business foundations are established. This research provides practical insights for micro-entrepreneurs and policymakers in designing more contextual and locally-relevant MSME development strategies.
Co-Authors Aland Polma Naek Sihombing Delima Jusan Natali Williya Meta