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All Journal International Journal Of Science, Technology & Management (IJSTM)
Septria, Vira
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Innovation Digital Marketing In Increase Interest Buy Martabak Terang Bulan Arum Consumer Septria, Vira; Albant Triswandi, Salsalliah; Naila Nasution, Muthia; Yuliana, Yayuk
International Journal of Science, Technology & Management Vol. 6 No. 1 (2025): January 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i1.1214

Abstract

This study aims to analyze the impact of digital marketing innovation on increasing consumer purchasing interest in Martabak Terang Bulan Arum products. In the digital era, the use of technology-based marketing strategies is one of the keys to winning competition in the culinary market. The research method used is a quantitative approach with data collection techniques through surveys, interviews, and social media analysis. The results of the study show that the application of digital marketing innovation, such as the use of social media, creative content creation, and collaboration with influencers, significantly increases consumer purchasing interest. In addition, factors of service personalization and direct interaction with consumers also contribute positively to customer loyalty. This study provides recommendations for culinary business actors to further utilize digital platforms as an effective and sustainable marketing tool.
Co-Authors Albant Triswandi, Salsalliah Naila Nasution, Muthia