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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Jurnal Pariwisata Tourista Jurnal Pariwisata Tourista
Rini Rini
Politeknik Negeri Sriwijaya, Jurusan Administrasi Bisnis, Program Studi Usaha Perjalanan Wisata
Decision Sciences, Operations Research & Management Education Environmental Science Social Sciences Other

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Digital promotion strategy for traditional cuisine: designing Maksuba cake videos as a culinary souvenir of Palembang city Nanda Natasya; Rini Rini; Ummasyroh Ummasyroh
Jurnal Pariwisata Tourista Vol. 5 No. 2 (2025): Oktober 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jt.v5i2.16034

Abstract

Maksuba Cake is a traditional culinary product from Palembang with strong potential as a culinary souvenir. However, limited digital visual promotion hinders its sales growth. This study aims to design a promotional video that highlights the cultural value and visual appeal of Maksuba Cake. The research employed the ADDIE development model: Analysis, Design, Development, Implementation, and Evaluation. A 1-minute-17-second video was produced and published on Palembang Harum’s Instagram. The evaluation by business owners and media experts showed the video was informative, aesthetically appealing, and effective as a digital promotional tool. This strategy is expected to broaden market reach, strengthen product identity, and serve as a reference for promoting local culinary heritage through social media.
Digital promotion strategy for traditional cuisine: designing Maksuba cake videos as a culinary souvenir of Palembang city Nanda Natasya; Rini Rini; Ummasyroh Ummasyroh
Jurnal Pariwisata Tourista Vol. 5 No. 2 (2025): Oktober 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jt.v5i2.16034

Abstract

Maksuba Cake is a traditional culinary product from Palembang with strong potential as a culinary souvenir. However, limited digital visual promotion hinders its sales growth. This study aims to design a promotional video that highlights the cultural value and visual appeal of Maksuba Cake. The research employed the ADDIE development model: Analysis, Design, Development, Implementation, and Evaluation. A 1-minute-17-second video was produced and published on Palembang Harum’s Instagram. The evaluation by business owners and media experts showed the video was informative, aesthetically appealing, and effective as a digital promotional tool. This strategy is expected to broaden market reach, strengthen product identity, and serve as a reference for promoting local culinary heritage through social media.
Co-Authors Nanda Natasya Ummasyroh Ummasyroh