Funnelling Strategy of Digital Marketing for developing incubator Business Ecosystem MSEs in Cirebon City

Alif Ringga Persada (), Hari Mulyadi, Suryana Suryana and Chairul Furqon
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Alif Ringga Persada: Education Indonesia of University
Hari Mulyadi: Education Indonesia of University
Suryana Suryana: Education Indonesia of University
Chairul Furqon: Education Indonesia of University

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 1263-1269 from Springer

Abstract: Abstract The increasing use of the internet and social media in Indonesia has driven the importance of optimal utilization of digital marketing to enhance sales. Although micro, small, and medium enterprises (MSMEs) are relatively small, they are crucial in advancing Indonesia’s economy. Digital marketing through social media provides complex information in the form of analyzable metrics to improve marketing efforts. The primary objective of marketing is to increase the likelihood of people purchasing a product or recommending it to others. It is important to establish good relationships among the elements within the business ecosystem to achieve this goal, including large companies, startups, MSMEs, suppliers, distributors, customers, and other stakeholders. In order to create a healthy, cooperative, competitive, and mutually beneficial business ecosystem, the presence of a business incubator that provides resources, mentorship, training, networking, and a supportive environment is necessary. This research was conducted using a survey method with a sectional approach, involving a sample of 38 MSMEs in the city of Cirebon. Currently, word-of-mouth marketing strategies are no longer adequate for MSMEs, thus requiring strategies to create a creative community. MSMEs have expressed their readiness to compete in the era of digital marketing.

Keywords: Funneling; Strategy; Digital Marketing MSMEs; Incubator Business Ecosystem (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_155

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