Halal Culinary Tourism Promotion Strategy in Improving Performance Small and Medium Enterprises Through Digital Marketing in Batam City

Abstract

This study aims to provide a stimulus to the leading sectors that contribute to the state budget countries from the non-oil and gas sector. So far, tourism has an extraordinary strategic function in terms of food security and job creation for the community. This brings a breath of fresh air in the home industry which is the supporter of the country's economy, how can I not? 65% of the contribution of the economy in Indonesia is contributed by industry-based MSMEs household. Batam is a special economic area that has extraordinary potential in tourism development. Its strategic location is close to the ASEAN economic center, namely Singapore provides advantages for tourism development at this time, especially related to tourism culinary tour. Culinary and tourism are cultural identities to introduce potential an area to outsiders. In connection with this study, the researcher examines the existence of digital marketing as an accommodation for SMEs in promoting culinary products halal through social media, search engine marketing and online websites. This research takes the sample on consumers who buy halal food produced by SMEs in Batam is 160 respondents where in the application in the field proportional sampling method is used . . research The field took place in 7 sub-districts in Batam, namely Tembesi, Batam Center Sekupang, Sei Beduk, Nongsa, Sagulung. This research uses Structure Equation Model (SEM) analysis. so that it is easy to reveal problems that have not been answered in previous research.