The Application of Digital Marketing to The Development of The Culinary Industry/Creative Economy in The City of Medan

Abstract

This research aims to find out how the application of digital marketing through social media marketing to the development of the industry / creative economy through the development of culinary businesses in Medan City. This research has a sample of 100 respondents. The sampling technique used was the Non Probability Sampling-Purposive Sampling method. The data used in this research is primary data obtained by using a questionnaire distributed to all respondents in this research. The analytical method used is descriptive qualitative by describing the respondents' answers in the questionnaire. The results of the research show that culinary entrepreneurs in Medan City understand very well the importance of digital marketing through social media for their businesses. Culinary entrepreneurs in Medan City apply social media well as one of their business marketing media. Culinary business actors in Medan City are developing well because they implement digital marketing through social media.