THE INFLUENCE OF DIGITAL PROMOTION ON PURCHASE INTEREST IN PALEMBANG'S INDONESIAN CULINARY TOURISM MIE CELOR

Abstract

National culinary tourism, promoted by MSMEs (UMKM), is one of the main attractions for tourists to Indonesia. Culinary promotion is no longer viewed solely as a product marketing activity but as a key strategy for attracting tourists, both domestic and international, seeking authentic local cultural experiences. However, the main gap lies in specialization and contextualization. This study aims to determine the effect of digital promotion on purchasing interest in Mie Celor culinary tourism in Palembang. This research is presented experimentally using an explanatory approach. The population in this study were Mie Celor consumers in Palembang City, with a sample size of 100 people selected using a random sampling method. The research tool used was SPSS 26. The results of this study found a significant effect of digital promotion on purchasing interest in Mie Celor culinary tourism consumers in Palembang City. The results of this study are expected to provide detailed strategic guidance for Mie Celor MSMEs in designing effective digital marketing strategies to build trust and increase consumer purchasing interest.