ANALYSIS OF PUBLIC RESPONSE TO MARKETING STRATEGIES OF CULINARY MSME ROTI PAU LUMER AND KYARIN

Abstract

This study aims to analyze public responses to the marketing strategies implemented by the culinary Micro, Small, and Medium Enterprises (MSMEs), namely Roti Pau Lumer and Kyarin, during the Polbeng Business Expo Chapter II at Bengkalis State Polytechnic. A descriptive qualitative approach was employed to explore consumers' perceptions and experiences regarding the integration of digital marketing and direct promotional activities during the exhibition. Data were collected through open-ended questionnaires distributed to consumers and exhibition visitors who had interacted with the marketing activities of both MSMEs. The collected data were analyzed using thematic analysis to identify recurring patterns related to promotional attractiveness, digital marketing, direct interaction, digital payment systems, and purchase intention. The findings indicate that digital marketing successfully increased public awareness and encouraged consumers to visit the exhibition, while face-to-face interaction strengthened consumer trust by providing opportunities to directly evaluate products and communicate with MSME owners. In addition, the implementation of the QRIS digital payment system enhanced transaction convenience and contributed positively to consumers' overall purchasing experience. The study concludes that integrating digital marketing with business exhibitions creates a complementary marketing strategy that positively influences consumer perceptions, strengthens trust, and supports the competitiveness of culinary MSMEs.