PENGARUH KEUNIKAN PRODUK DAN DIGITALISASI MARKETING SEBAGAI FAKTOR PENDORONG PERKEMBANGAN UMKM DI KOTA BENGKULU ( STUDI PADA BABA AHMED ARABIAN FOOD BENGKULU )

Abstrak

In the current era of globalisation, the level of competition in the business world is getting tighter, where every company is always trying to reach new consumers and trying to increase market share. To attract consumers, companies must read market needs and take advantage of product uniqueness. The culinary business of Arabic cuisine is currently very promising and more quickly accepted in the community, it is because the business in the culinary field will always increase. Baba Ahmed uses digitalisation marketing as a promotional medium. Because currently internet social media is a very appropriate medium for marketing selling products. Researchers want to examine the effect of product uniqueness on digitalisation marketing at Baba Ahmed Arabian Food Bengkulu. The research method with a descriptive quantitative approach using studies, observations and questionnaires. The results revealed that Baba Ahmed Arabian food Bengkulu can increase visitors who come directly to the restaurant, improve image and video editing skills and create more interesting content.