Digital Marketing Literature Model in The Development of Creative Home Industry Culinary in Makassar City

¹ Business Administration Science, Universitas Negeri Makassar
² Business Administration Science, Universitas Negeri Makassar
³ Business Administration Science, Universitas Negeri Makassar

^* Corresponding author: rizalsuyuti@unm.ac.id

Abstract

This study aims to analyze and find a digital marketing literacy model in the development of the culinary creative home industry in the city of Makassar. This research is designed to produce an innovative and effective digital marketing literacy model with a descriptive qualitative approach. The types of data sources are primary data and secondary data using data collection techniques through observation and interviews with data analysis techniques carried out through interactive techniques, namely data collection, data condensation, data presentation, and verification/conclusion. The results showed that the results showed that; Digital literacy by creative culinary industry players in Makassar City is less effective, this is considered by culinary business actors to lack understanding of the functions of various social media and in creating product content whose quality is still low, and less interactive according to market needs. The findings of this study also formulated a digital marketing literacy model into two very important stages for culinary industry players in implementing effective digital marketing, namely the Persuasion stage by strengthening knowledge about Social Networking, Maintaining Privacy, and Transliteration. The second is the Decision-Making stage to create a Digital Identity, Create Content, and Self Broadcasting.