Analysis Of Consumer Taste And Digital Marketing On The Growth Of Tahu Go Msme

Abstract

The growth of Tahu Go MSME in Baubau City has not been optimal due to limitations in adapting products to consumer tastes and a simple digital marketing strategy. This study aims to analyze the influence of consumer tastes and digital marketing on the growth of Tahu Go MSME. The research method uses a quantitative approach with an associative-causal design. The study population included 4,334 consumers, with a sample of 65 respondents determined using the Lemeshow formula. Data were obtained through questionnaires and analyzed using validity tests, reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and coefficients of determination (R²) using SPSS version 27. The results showed that consumer tastes did not significantly influence MSME growth, while digital marketing had a positive and significant influence. Simultaneously, both variables influenced MSME growth, with digital marketing as the dominant factor. These findings indicate the importance of strengthening digital marketing strategies that are more creative, integrated, and supported by market research so that products are more in line with consumer preferences and support sustainable growth.