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All Journal Jurnal Mitra Manajemen Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Media Mahardhika Jurnal Riset Inspirasi Manajemen dan Kewirausahaan EQIEN - JURNAL EKONOMI DAN BISNIS Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen INFOKUM JIEB : Jurnal Ilmiah Ekonomi Bisnis BAKTI BANUA : JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ekonomi Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Eduvest - Journal of Universal Studies Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ar Ro'is Mandalika (Armada) Mandalika Journal of Community Services International Journal of Economics Studies
Karsudjono, Anthonius
Sekolah Tinggi Ilmu Ekonomi Pancasetia Banjarmasin
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Journal : Eduvest - Journal of Universal Studies

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The Influence of Digital Advertising and Attractiveness on The Interest of Floating Market MSMEs Actors In Southern Kalimantan Mahdhori, Anas; Karsudjono, Anthonius Junianto; Jayen, Fredy
Eduvest - Journal of Universal Studies Vol. 4 No. 12 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i12.50091

Abstract

This study aims to analyze the effect of digital advertising and attractiveness on the interest of MSME players in the Floating Market of South Kalimantan. Digital advertising has become a strategic tool in increasing the visibility of MSMEs, especially in the Floating Market which is a local cultural icon. However, the unique traditional appeal of the market remains a dominant factor in maintaining the interest of business actors. This study uses a quantitative approach with multiple linear regression methods to measure the relationship between variables. The results showed that simultaneously, digital advertising and attractiveness have a significant effect on the interest of MSME players. However, partially, only the attractiveness variable has a significant effect, while digital advertising does not show a significant impact. The local cultural attractiveness factor proved to be the dominant variable in motivating entrepreneurs to run their businesses in the South Kalimantan Floating Market.
Co-Authors A. Razib Abdul Kadir Abdul Munir Abdurrakhman, M. Zaid Abul Hasan Asyari Adi Rahman Aditya, Oky Chandra Amiartuti Kusmaningtyas Anastasia, Maria APRIZAL, MUHAMMAD Arifia Nurriqli Asruni, Asruni Asy'ari, Abul Hasan Ayu, Lisa Daniel Happy Putra Eko Setiawan Ernawati Ernawati Ernawati Ernawati fahrudi, fahrudi Hardika Muhammad Fatih Hasan A, Abul Hasbi Kamarullah Hermansyah, Eko Hidayatullah, Ikhwan Huda, Isra Ul I Gusti Bagus Wiksuana Isra Ul Huda Isra Ul Huda Isra Ul Huda Izzalqurny, Tommy Rizky Jayen, Fredy Jhony Fahrin Sapar Jhony Fahrin Sapar Laila Najmi Leki, Refinus Mahdhori, Anas Melania Melania Mohamad Iyul Dwiana Putra Muhammad Musthofa Mursidi Mursidi Nida Putri Rahmayanti Nurriqli, Arifia Pupita Nia Maharani Rahmat Hilmi Rahmat Hilmi Rahmawati, Rahmawati Raimona Anugerahny Narang Ryan Darmawan Ryan Darmawan Sandi, Ahmad Ari Sery Fitry Siti Paujiah Situmorang, Marianti Sugiarto S Sutrisno Sutrisno Sutrisno, Sutrisno Suzana, Suzi Syahrani, Syakila Maya Tri Ratnawati Tri Ratnawati Ul Huda, Isra Yauma Fasha Yousida, Imawati