THE IMPLEMENTATION OF SEARCH ENGINE OPTIMIZATION TO IMPROVE CONSUMER BUYING INTEREST CASE IN MICRO,  SMALL, AND MEDIUM ENTERPRISES

Suranto Suranto; Faradillah Aisha Maharani; Mila Faila Sufa; Etika Muslimah; Afiqoh Akmalia Fahmi; Farid Adi Prasetya

Authors

Suranto Suranto Industrial Engineering-Faculty of Engineering-Universitas Muhammadiyah Surakarta
Faradillah Aisha Maharani Industrial Engineering-Faculty of Engineering-Universitas Muhammadiyah Surakarta
Mila Faila Sufa Industrial Engineering-Faculty of Engineering-Universitas Muhammadiyah Surakarta
Etika Muslimah Industrial Engineering-Faculty of Engineering-Universitas Muhammadiyah Surakarta
Afiqoh Akmalia Fahmi Industrial Engineering-Faculty of Engineering-Universitas Muhammadiyah Surakarta
Farid Adi Prasetya Economy and Business of Faculty–Universitas Muhammadiyah Surakarta

Keywords:

SEO, Social Media, Interest, Buy, Consumer

Abstract

This study explores the impact of Search Engine Optimization (SEO) implementation, spanning TikTok, Facebook, Instagram, and website utilization, on consumer buying interest within the context of Haji Edi's hotplate chicken noodle micro, small, and medium enterprises (MSMEs) in Surakarta, Indonesia. Rooted in contemporary marketing strategies, it underscores the significance of segmentation, targeting, and positioning (STP) to nurture customer loyalty and fuel business growth. The findings reveal that SEO, with a specific emphasis on Instagram, exerts a substantial influence on consumer buying interest, resulting in heightened sales. Notably, product quality, particularly the delectable taste of chicken noodles and meatballs, emerges as a pivotal driver of consumer buying interest, further amplifying the efficacy of the marketing strategy. This research adds a valuable perspective to the literature by showcasing the untapped potential of SEO, especially on social media platforms, in propelling consumer buying interest traditional MSMEs in the Indonesian market.

Downloads

Download data is not yet available.

References

. Debora, L., & Sulistiadi, W. (2019). Hubungan bauran pemasaran (marketing mix) dengan loyalitas pelanggan: systematic review. Jurnal Administrasi Rumah Sakit Indonesia, 5(1). https://journal.fkm.ui.ac.id/arsi/article/view/2867/864

. Ibraihim.P.A. (2023). Title: Access to finance and performance of small and medium enterprises: mediating role of product and process innovation. International Journal of Business Innovation and Reseacrh. 31 (3), pp: 317-338.

https://www.inderscience.com/info/inarticletoc.php?jcode=ijbir&year=2023&vol=31&issue=3

. Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O. (2012). Principles of marketing: an Asian perspective: Pearson/Prentice-Hall.

. Ningrum, D. P. (2020). Bauran pemasaran pada bisnis Chockles Es Cokelat di kota Yogyakarta. Jurnal PIKMA: Publikasi Ilmu Komunikasi Media Dan Cinema, 3(1), 1-13. https://doi.org/10.24076/PIKMA.2020v3i1.346

. Palaniswamy, V., & Raj, K. (2022). Social media marketing adoption by agriculturists: A TAM based study. International Journal of Professional Business Review, 7(3), e0537-e0537.

https://doi.org/10.26668/businessreview/2022.v7i3.537

. Poluan, F. M., Mandey, S., & Ogi, I. W. (2019). Strategi Marketing Mix Dalam Meningkatkan Volume Penjualan (Studi Pada Minuman Kesehatan Instant Alvero). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3). DOI: https://doi.org/10.35794/emba.v7i3.24043

. Prasad, K., Tomar, A. S., De, T., & Soni, H. (2022). A Conceptual Model for Building the Relationship Between Augmented Reality, Experiential Marketing & Brand Equity. International Journal of Professional Business Review, 7(6), e01030-e01030. DOI:

https://doi.org/10.26668/businessreview/2022.v7i6.1030

. Ravi, S., & Rajasekaran, S. R. C. (2023). A perspective of digital marketing in rural areas: A literature review. International Journal of Professional Business Review, 8(4), e01388-e01388. DOI: https://doi.org/10.26668/businessreview/2023.v8i4.1388

. Reshetko, N., Safronova, A., Vakulenko, S., Kurenkov, P., & Sokolova, A. (2021). Quality assessment of management decisions in the system of marketing and public relations of a transport enterprise. Transportation Research Procedia, 54, 380-387. https://doi.org/10.1016/j.trpro.2021.02.087

. Sabroni. D.,Shradha. S. (2023). Acceptance and use of e-commerce technology among female entrepreneurs of micro and small businesses in India: analysis of determinants. International Journal of Business Innovation and Reseacrh. 31 (3), pp: 356-377 http://www.inderscience.com/link.php?id=132898

. NUgroho, A. (2022). Analisis Bauran Pemasaran Dalam Pembelian Mobil Bekas Di Perkasa Mobil, Jurnal Administrasi Bisnis. 10 (4), DOI: http://dx.doi.org/10.54144/jadbis.v10i4.8979

. Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45. https://www.iosrjournals.org/iosr-jbm/papers/vol3-issue6/G0364045.pdf

. Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.

. Vakulenko, Y., Arsenovic, J., Hellström, D., & Shams, P. (2022). Does delivery service differentiation matter? Comparing rural to urban e-consumer satisfaction and retention. Journal of Business Research, 142, 476-484. https://doi.org/10.1016/j.jbusres.2021.12.079

. Wahyujatmiko, S., & Hadi, I. Y. (2018). Manajemen pemasaran online makaroni Huhhah Yogyakarta. JBTI: Jurnal Bisnis: Teori dan Implementasi, 9(2), 100-120.

https://journal.umy.ac.id/index.php/bti/article/view/5461

. Widiati, A. (2019). Peranan kemasan (packaging) dalam meningkatkan pemasaran produk usaha mikro kecil menengah (umkm) di “mas pack” terminal kemasan Pontianak. Jurnal Audit dan Akuntansi Fakultas Ekonomi dan Bisnis Universitas Tanjungpura, 8(2), 67-76. DOI: http://dx.doi.org/10.26418/jaakfe.v8i2.40670

. Yusnita, R. T., & Pebrianti, D. (2020). Analisis Volume Penjualan Berdasarkan Bauran Pemasaran pada Home Industry Kerajinan Tas Mandiri Olshop Rajapolah. Jurnal Ekonomi Pejuangan (JUMPER), 2(1), 12-30.

https://www.e-journal.unper.ac.id/index.php/JUMPER/article/view/648/481