<![CDATA[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.]]>
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