Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia

Research Article

Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia

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  • @INPROCEEDINGS{10.4108/eai.5-8-2020.2301123,
        author={Eman Sulaiman and Adnane Derbani and Wiwiek Rabiatul Adawiyah},
        title={Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia},
        proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020,  5 - 6 August 2020, Purwokerto, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2020},
        month={10},
        keywords={micro small and medium enterprises digital marketing culinary tourism},
        doi={10.4108/eai.5-8-2020.2301123}
    }
    
  • Eman Sulaiman
    Adnane Derbani
    Wiwiek Rabiatul Adawiyah
    Year: 2020
    Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia
    ICBAE
    EAI
    DOI: 10.4108/eai.5-8-2020.2301123
Eman Sulaiman1,*, Adnane Derbani2, Wiwiek Rabiatul Adawiyah3
  • 1: Jenderal Soedirman of University. Purwokerto-Central Java-Indonesia, STIE Cirebon -Indonesia
  • 2: Jenderal Soedirman of University. Purwokerto-Central Java- Indonesia
  • 3: Jenderal Soedirman of University Purwokerto
*Contact email: emans.aero@gmail.com

Abstract

Effective use of Digital Marketing on micro small and Medium Enterprises (MSMEs). This paper aims to analyze the influence of Information Technology, Employee Skill, digital strategy to Digital Marketing in MSMEs. Data were drawn from using a questionnaire of culinary tourism businesses and stakeholders. A literature review supported empirical data. The paper finds that MSME has significantly different attitudes to Digital Marketing and cannot be regarded as a homogenous group for Digital Marketing initiatives. Rather, specific targeting would enhance participation and lead to more effective use. The data begins from one area and thusly the assessment setting limits, the generalizability of the results. By giving suggestions to focused activities the paper adds to the advancement of compelling help for MSME Digital Marketing use. Creativity to utilize is discussed within the context of existing literature to confirm and challenge current thought and present the case for more research into MSMEs Creativity. Departing from the research model the influence of internet technology, Employee Skill, Digital strategy on Digital marketing on tourism culinary MSMEs. The value lies in the paper's use of empirical data derived from three separate methods of data collection and informed by the literature. This provides rich data to enable wider implications of the subject area to be discussed and contributes new perspectives to the MSME Digital Marketing utilize to discuss.