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Creative Economy in a Pandemic: The Effectiveness of Moderation of Digital Transformation in Culinary SMEs in Langsa Aceh

In: Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022)

Author

Listed:
  • Nasrul Kahfi Lubis

    (Universitas Samudra)

  • Muhammad Rizqi Zati

    (Universitas Samudra)

  • Dhian Rosalina

    (Universitas Samudra)

Abstract

This study examines the effectiveness of digital transformation of SMEs engaged in the culinary sector. Culinary tourism in Langsa City continues to grow, with a wide market ranging from students, and households, to industry causing many culinary destinations such as traditional and modern cafes to get high interest or interest from the community, This study aimed to analize how SMEs product innovation affect people’s buying interest and how digital transformation moderate the relationship between product innovations of SMEs in the culinary sub-sector of Langsa City and people’s buying interest. We analyse one hundred consumers as respondents. There were two analytical techniques used, consisting of multiple linear regression analysis for the first hypothesis and moderated regression analysis for the second hypothesis. The results showed culinary SMEs had been innovating and being creative in the products offered. And affected buying interest. And, the digital transformation did not affect buying interest significantly because of culinary business in Langsa is still on a digital-based marketing strategy. Culinary SMEs have not used advances in digital technology in collaborating.

Suggested Citation

  • Nasrul Kahfi Lubis & Muhammad Rizqi Zati & Dhian Rosalina, 2023. "Creative Economy in a Pandemic: The Effectiveness of Moderation of Digital Transformation in Culinary SMEs in Langsa Aceh," Advances in Economics, Business and Management Research, in: Dediek Tri Kurniawan & Andro Agil Nur Rakhmad (ed.), Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022), pages 130-142, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-188-3_14
    DOI: 10.2991/978-94-6463-188-3_14
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