Strategy in Increasing “My Keranjang” Income as Micro Small and Medium Enterprises (MSME) Through Digital Marketing

Fitra Pinandhita and Ana Dhaoud Daroin ()
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Fitra Pinandhita: Universitas PGRI Madiun, Faculty of Teacher Training and Education
Ana Dhaoud Daroin: Universitas PGRI Madiun, Faculty of Teacher Training and Education

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 379-386 from Springer

Abstract: Abstract This study is intended to determine the strategies used to increase MSME income through digital marketing. The sample in this study was selected based on the following criteria: 1) MSMEs that develop through digital marketing; 2) MSMEs have achieved international market share, so they are relevant to the focus and research problem. The benefits of this research are: 1) the theoretical benefits can develop the science of marketing management and entrepreneurship from a theoretical point of view; 2) practical benefits, namely to solve problems that exist in the subject. The theory used is, of course, based on previous researchers or writers. Purposive sampling is used to select research samples with “Keranjangku” as the selected MSME in Madiun, while descriptive research is used as a research method whose results are in the form of a model. Strategies to develop and improve the competitiveness of SMEs in increasing income. Based on the internal and external analysis of “My Basket” on MSMEs in Madiun, it was found that the growth strategy was used as the primary strategy. My Basket utilizes all the strengths of MSMEs to innovate products regularly, maintain the quality of raw materials, maintain affordable prices and expand marketing through digital platforms.

Keywords: Economic Growth; Product Innovation; Digital Marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_29

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