Digital Marketing Strategy Uses E-Commerce to Maintain MSMEs Business KKGohan.id

Andi Marlinah ()
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Andi Marlinah: Hasanuddin University

A chapter in Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022), 2023, pp 26-32 from Springer

Abstract: Abstract Economic activities, which were initially carried out traditionally (offline marketing), gradually shifted towards digitalization (digital marketing), so that MSMEs ‘KKGohan.id’ require marketing strategies in maintaining their business. The purpose of this research is to find out the digital marketing strategies used and to maintain a business so that it can still increase sales. Regarding the data collection process, the data collection methods used are interview and observation methods. The analysis method used in this study is qualitative research with a descriptive approach, which uses information through interviews with business owners. The results of this study show that MMSMEs “KKGohan.id” have utilized digital marketing strategies through social media WhatsApp and Instagram, while also using E-Commerce through the GoJek and Grab applications through the GoFood and GrabFood features available in this application. The implications of MSMEs players, in order to take advantage of all E-Commerce platforms in Indonesia, in order to be creative in maintaining their business.

Keywords: Digital Marketing; E-Commerce; MSMEs (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-146-3_4

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DOI: 10.2991/978-94-6463-146-3_4

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