Digital Marketing Strategies for Enhancing Visitor Attraction: A Qualitative Case Study of The Terras Cafe & Restaurant

Muhammad Rizal; Fahrudin

doi:10.63922/ijevss.v5i03.5589

Muhammad Rizal Economics Study Program, Faculty of Social Sciences and Humanities, Nurul Jadid University, East Java, Indonesia
Fahrudin Economics Study Program, Faculty of Social Sciences and Humanities, Nurul Jadid University, East Java, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.5589

Keywords: Keywords: Digital marketing strategy; Visitor attraction; Social media marketing; Culinary business; Qualitative case study.

Abstract

Abstract

The rapid advancement of digital technology has fundamentally transformed marketing practices within the culinary industry, encouraging businesses to leverage digital platforms to strengthen customer engagement and improve market competitiveness. This study aims to examine the digital marketing strategies implemented by The Terras Café & Restaurant in Bondowoso Regency, Indonesia, to enhance visitor attraction while identifying the major challenges encountered during their implementation. A qualitative case study approach was employed to obtain an in-depth understanding of the phenomenon. Data were collected through direct observation, semi-structured interviews, and documentation involving the café owner, management team, employees, and visitors. The collected data were analyzed using the interactive model proposed by Miles and Huberman, encompassing data reduction, data display, and conclusion drawing, while data credibility was ensured through source, method, and time triangulation. The findings reveal that The Terras Café & Restaurant utilizes several digital platforms, including Instagram, TikTok, WhatsApp Business, and Google Maps, to promote its products, communicate with customers, and strengthen its brand image. Digital marketing activities primarily emphasize visually engaging content, promotional campaigns, and interactive communication, contributing positively to increased brand awareness and visitor interest. Nevertheless, the effectiveness of these strategies is constrained by limited human resources dedicated to digital content management, inconsistent content scheduling, and the absence of systematic marketing performance evaluation. The study concludes that optimizing digital marketing requires not only the effective use of digital platforms but also strategic content planning, continuous performance assessment, and improved managerial capacity to sustain visitor attraction and strengthen competitive advantage within the culinary business sector

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