<![CDATA[This study examines the marketing strategies of terang bulan/malabar vendors in responding to culinary industry competition in the digital era in Gorontalo City. A descriptive qualitative approach was employed. Informants, comprising vendors and customers, were selected through purposive sampling. Data were collected via observation, in-depth interviews, and documentation, then analyzed using the Miles, Huberman, and Saldaña interactive model (data reduction, data display, and conclusion drawing), with credibility verified through source and method triangulation. The findings demonstrate that vendors integrate conventional sales practices with digital technology. Social media and instant messaging platforms (Facebook, Instagram, WhatsApp) are utilized to broaden promotional reach, disseminate product information, expedite services, and maintain intensive communication with consumers. In managing market competition, vendors implement product differentiation through diverse flavor options, topping innovations, enhanced raw material quality, and the preservation of signature tastes. Furthermore, customer loyalty is sustained through hospitable service, continuous communication, responsiveness to consumer preferences, and the use of digital channels to maintain relationships. The findings conclude that digital adaptability, sustained product innovation, and the maintenance of customer social relations are vital determinants in preserving business continuity and reinforcing vendor competitiveness amidst heightened culinary competition.]]>
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