Abstract

The growth of digital technology has changed the way culinary businesses communicate with consumers, distribute products, and create purchase interest. This study examines the influence of digital marketing and the food delivery system on consumer purchase intention at Rumah Makan Rasbani Selong. The research is grounded in the increasing relevance of online promotion, social media interaction, product information accessibility, and application-based delivery services in shaping consumer behavior in the food service sector. A quantitative associative approach was employed. The population consisted of consumers who had purchased products from Rumah Makan Rasbani Selong, while the sample was determined through purposive sampling with 100 respondents who had experience with online ordering, digital promotion exposure, or food delivery services related to the restaurant. Data were collected using a structured questionnaire measured with a five-point Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, and coefficient of determination analysis. The findings show that all research instruments were valid and reliable. The regression results indicate that digital marketing has a positive and significant effect on purchase intention (B = 0.432; t = 5.082; Sig. = 0.000), and the food delivery system also has a positive and significant effect on purchase intention (B = 0.587; t = 7.430; Sig. = 0.000). The coefficient of determination shows that digital marketing and the food delivery system explain 76.4% of the variation in purchase intention. These results suggest that effective digital content, interactive online communication, clear product information, easy ordering, fast delivery, and secure transactions are important factors in strengthening consumer purchase intention in local culinary businesses.

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