SELECTION OF MARKETING STRATEGIES THROUGH ONLINE MARKETING PLATFORMS FOR MSMES

Gordius Ago; Bayu Bayu; Trie Hierdawati; Imam Prawiranegara Gani; Ni Luh Ketut Ayu Sudha Sucandrawati

Authors

Gordius Ago Sekolah Tinggi Ilmu Ekonomi BALIKPAPAN
Bayu Bayu Universitas Doktor Husni Ingratubun (Uningrat) Tual
Trie Hierdawati Universitas Muhammadiyah Jambi
Imam Prawiranegara Gani Universitas Negeri Gorontalo
Ni Luh Ketut Ayu Sudha Sucandrawati Universitas Mahendradatta Bali

Keywords:

Marketing Strategy, Online Platform, MSMEs, Increased Sales and Business, Growth Consumer Loyalty

Abstract

Online marketing is one of the most common ways MSMEs to improve sales of their products or services in the current digital era. Choosing the appropriate marketing approach through online platforms can aid MSMEs in expanding their customer reach, enhancing their contact with consumers, and enhancing their client loyalty. However, MSMEs must also select the most effective marketing plan to promote sales of their products or services. SMEs frequently struggle to increase sales and expand their businesses, but this challenge may be addressed with the correct marketing approach. This research was undertaken with the objective of examining the selection of marketing strategies for micro, small, and medium-sized enterprises (MSMEs) that utilize online platforms in the marketing process to facilitate sales transactions. The research method employs a qualitative approach based on a literature review. The research results are presented in the form of a study about online platforms that are appropriate for MSMEs, as well as decisions that MSMEs can make when evaluating various marketing strategies, knowing the best way to attract consumer attention, and identifying the most effective online platform for MSMEs.

Downloads

Download data is not yet available.

References

T. Dharmawati, A. Hasbudin, and N. E. Safitri, “The Role Of Accounting Information Systems In Improving Business On Some Micro, Small And Medium Enterprises (Msmes) In Kendari, Indonesia,” PalArch’s J. Archaeol. Egypt/Egyptology, vol. 18, no. 4, pp. 3087–3095, 2021.

R. Dewantara and B. Sugiantoro, “Evaluasi Manajemen Keamanan Informasi Menggunakan Indeks Keamanan Informasi (KAMI) pada Jaringan (Studi Kasus: UIN Sunan Kalijaga Yogyakarta),” J. Teknol. Inf. dan Ilmu Komput., vol. 8, no. 6, pp. 1137–1148, 2021.

G. V. Setiadi, “Review : Perkembangan Ekonomi Digital di Indonesia,” 2019, doi: 10.31227/osf.io/d89jm.

L. Hanim, E. Soponyono, and M. Maryanto, “Pengembangan UMKM Digital di Masa Pandemi Covid-19,” Pros. Semin. Nas. Penelit. dan Pengabdi. Kpd. Masy., vol. 2, no. 1, pp. 30–39, 2022, doi: 10.24967/psn.v2i1.1452.

G. Ago, S. M. Suharno, and S. Hariyadi, “Effect Of Product Quality Perception, Trust, and Brand Image on Generic Drug Buying Decision and Consumer Satisfaction of Hospital Patients in East Kalimantan,” Eur. J. Bus. Manag., vol. 7, no. 14, pp. 50–68, 2015.

P. A. Cakranegara, D. J. A. Butarbutar, A. L. Poetri, and I. Pakawaru, “ANALYSIS OF MSME SALES STRATEGY IN THE DIGITAL ERA,” J. Ekon., vol. 11, no. 03, pp. 1720–1726, 2022.

K. J. Atmaja, I. B. N. Pascima, I. M. D. P. Asana, and I. G. I. Sudipa, “Implementation of Artificial Neural Network on Sales Forecasting Application,” J. Intell. Decis. Support Syst., vol. 5, no. 4, pp. 124–131, 2022.

A. L. I. MUHAMMAD, Y. HIDAYAH, and N. C. LESTARI, “Pengembangan Sistem Informasi Managemen Masjid Untuk Pengurus Masjid Se-Banjarmasin Utara,” Inov. J. Ilm. Inov. Teknol. Inf., vol. 4, no. 2, pp. 10–19, 2020.

I. M. W. A. Kusuma, N. L. K. A. S. Sucandrawati, and N. P. A. D. Laksmi, “PENINGKATAN KEUNGGULAN BERSAING MELALUI KUALITAS PRODUK DAN PEMANFAATAN DIGITAL MARKETING PADA UMKM KULINER DI KOTA DENPASAR,” Nusant. Hasana J., vol. 2, no. 3, pp. 164–178, 2022.

P. A. Cakranegara, M. M. M. Zuana, E. Sestri, B. Surahman, and K. Kurniawansyah, “IMPLEMENTATION OF THE E-COMMERCE PLATFORM TO IMPROVE TECHNOLOGY ADAPTATION IN MSMES,” J. Ekon., vol. 11, no. 03, pp. 1713–1719, 2022.

N. K. S. R. Indriyani, N. L. K. A. S. Sucandrawati, and N. P. A. D. Laksmi, “Kualitas Konten Digital Marketing Dan Pengaruhnya Terhadap Brand Image Dan Keputusan Pembelian Konsumen Di Kota Denpasar,” KOLONI, vol. 1, no. 3, pp. 816–822, 2022.

I. P. Gani, “Pembelajaran Ekonomi Berbasis Budaya Lokal Bugis dalam Pendidikan Keluarga,” 2016.

B. K. Wijaya, I. G. I. Sudipa, D. V. Waas, and P. P. Santika, “Selection of Online Sales Platforms for MSMEs using the OCRA Method with ROC Weighting,” J. Intell. Decis. Support Syst., vol. 5, no. 4, pp. 146–152, 2022.

E. Larosa, I. P. Gani, and P. N. Mbakwa, “The Effect of Industrial Practice Experience on Student’s Work Readiness of Machinery Engineering Vocational School,” IJECA (International J. Educ. Curric. Appl., vol. 5, no. 2, pp. 181–189, 2022.

B. Kusuma, B. K. Wijaya, and W. E. Mariani, “Dampak pandemi covid-19 pada sektor perhotelan di Bali,” Warmadewa Manag. Bus. J., vol. 3, no. 1, pp. 49–59, 2021.

A. Anggito and J. Setiawan, Metodologi penelitian kualitatif. CV Jejak (Jejak Publisher), 2018.

B. Sipayung and R. D. Cristian, “THE INFLUENCE OF THE IMPLEMENTATION OF REGIONAL AUTONOMY ON REGIONAL FINANCIAL MANAGEMENT OF EAST KALIMANTAN PROVINCE,” Citiz. J. Ilm. Multidisiplin Indones., vol. 2, no. 3, pp. 356–368, 2022.

B. Sipayung and A. Ardiani, “Manajemen risiko dalam pertimbangan pengajuan pinjaman dana pemulihan ekonomi nasional (PEN) daerah,” KINERJA, vol. 19, no. 4, pp. 681–691, 2022.

B. Bayu and F. Z. Wusurwut, “PENINGKATAN OMSET HASIL TANI: STRATEGI PEMASARAN DAN PENGOLAHAN PISANG MENJADI KERIPIK DALAM MENINGKATKAN PENDAPATAN MASYARAKAT DI OHOI MAAR KABUPATEN MALUKU TENGGARA,” Dharma Pengabdi. Perguru. Tinggi, vol. 2, no. 2, pp. 99–103, 2022.

T. Hierdawati, “PENGARUH TPAK, KESEHATAN DAN PENDIDIKAN TERHADAP PERTUMBUHAN EKONOMI DI PROVINSI JAMBI,” Humantech J. Ilm. Multidisiplin Indones., vol. 1, no. 8, pp. 958–966, 2022.

V. Violin, S. Hasan, and M. Sufri, “Pengaruh Konsep Low-Cost Carrier dan Kualitas Layanan terhadap Kepuasan dan Loyalitas Pelanggan pada Maskapai Lion Airlines di Indonesia,” J. Manag. Sci., vol. 3, no. 1, pp. 150–160, 2022.

I. G. I. Sudipa and E. A. P. Lestari, “RANCANG BANGUN SISTEM INFORMASI PENDUDUK DUSUN (STUDI KASUS : DUSUN TEGAL KORI KAJA UBUNG),” J. Teknol. Inf. dan Komput., vol. 5, no. 2, Oct. 2019, doi: 10.36002/jutik.v5i2.782.

S. Rahayu, P. A. Cakranegara, T. M. Simanjorang, and S. N. Syobah, “Implementation of Customer Relationship Management System to Maintain Service Quality for Customer,” Enrich. J. Manag., vol. 12, no. 5, pp. 3856–3866, 2022.

V. Violin, “PENGARUH HARGA POKOK PRODUKSI TERHADAP VOLUME PENJUALAN PADA PT. SEMEN BOSOWA MAROS,” J. BISNIS KEWIRAUSAHAAN, vol. 8, no. 2, 2019.

L. Oktaviani, A. A. Aldino, and Y. T. Lestari, “Penerapan Digital Marketing Pada E-Commerce Untuk Meningkatkan Penjualan UMKM Marning,” Literasi J. Pengabdi. Masy. dan Inov., vol. 2, no. 1, pp. 337–369, 2022.

S. Cay and J. Irnawati, “Strategi Pemasaran Untuk Meningkatkan Penjualan (studi kasus UMKM di Tangerang Selatan),” J. Mandiri Ilmu Pengetahuan, Seni, Dan Teknol., vol. 4, no. 2, pp. 160–170, 2020.

E. N. Syahputro, Melejitkan pemasaran UMKM melalui media sosial. Caremedia Communication, 2020.

M. N. Anggia and M. R. Shihab, “Strategi Media Sosial Untuk Pengembangan Umkm,” J. Terap. Teknol. Inf., vol. 2, no. 2, pp. 159–170, 2018.

F. Oktaviani and D. Rustandi, “Implementasi digital marketing dalam membangun brand awareness,” PRofesi Humas, vol. 3, no. 1, pp. 1–20, 2018.

D. J. I. Kairupan and O. A. Yovanda, “Pengaruh Public Relation, Advertising, Dan Word of Mouth Terhadap Brand Awareness Produk Umkm: Studi Kasus Pada Toko X Cake and Bakery,” J. Ris. Manaj. dan Bisnis, vol. 16, no. 1, pp. 1–12, 2021.

B. Kusuma and A. Kautsar, “How Human Resources Management Practice And Change Management Contribute To The Small Medium Enterprises Performance,” Warmadewa Manag. Bus. J., vol. 2, no. 1, pp. 41–47, 2020.