The Influence of Digital Advertising and Attractiveness on The Interest of Floating Market MSMEs Actors In Southern Kalimantan
Year: 2024
Type: article
Study design: Observational Study
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.
Institution: Sekolah Tinggi Ilmu Ekonomi Pancasetia
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405943376