Digital promotion strategy for traditional cuisine: designing Maksuba cake videos as a culinary souvenir of Palembang city

Authors

  • Nanda Natasya
  • Rini Rini Politeknik Negeri Sriwijaya, Jurusan Administrasi Bisnis, Program Studi Usaha Perjalanan Wisata
  • Ummasyroh Ummasyroh Politeknik Negeri Sriwijaya, Jurusan Administrasi Bisnis, Program Studi Usaha Perjalanan Wisata

DOI:

https://doi.org/10.26905/jt.v5i2.16034

Keywords:

Promosi Sosial Media, Kue Maksuba, Pariwisata Kuliner, palembang

Abstract

Maksuba Cake is a traditional culinary product from Palembang with strong potential as a culinary souvenir. However, limited digital visual promotion hinders its sales growth. This study aims to design a promotional video that highlights the cultural value and visual appeal of Maksuba Cake. The research employed the ADDIE development model: Analysis, Design, Development, Implementation, and Evaluation. A 1-minute-17-second video was produced and published on Palembang Harum’s Instagram. The evaluation by business owners and media experts showed the video was informative, aesthetically appealing, and effective as a digital promotional tool. This strategy is expected to broaden market reach, strengthen product identity, and serve as a reference for promoting local culinary heritage through social media.

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References

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Published

2025-12-28

How to Cite

Natasya, N., Rini, R., & Ummasyroh, U. (2025). Digital promotion strategy for traditional cuisine: designing Maksuba cake videos as a culinary souvenir of Palembang city. Jurnal Pariwisata Tourista, 5(2), 36–42. https://doi.org/10.26905/jt.v5i2.16034

Issue

Vol. 5 No. 2 (2025): Oktober 2025

Section

Articles

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