Development of Furniture Product Marketing Model by Proving Ergo-Iconic Value to Marketing Performance

Andriyansah (), Ginta Ginting and Abdul Rahman Rahim
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Andriyansah: Universitas Terbuka, Department Management, Faculty Economics
Ginta Ginting: Universitas Terbuka, Department Management, Faculty Economics
Abdul Rahman Rahim: Universitas Terbuka, Department Management, Faculty Economics

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 413-419 from Springer

Abstract: Abstract This research aims to discover and explore what factors or indications can affect the sustainability of Furniture MSME businesses amid a pandemic storm. The formulation of the problem studied in this paper is how to increase the value of the products offered to consumers. For companies that make innovations, 80% expect that the creations made significantly affect company performance. Marketing intelligence is part of the marketing information system for market penetration to achieve company targets. SMEs will process the information in the marketing information system to meet the needs and completeness of market data. Product creation from innovation is a big step for companies to create products that are different from before to increase the allure of consumers to make decisions to buy the iconic Nlai Ergo- this is the development of functional values. Functional values can be referred to as the basis for consumer reasons for making decisions, including attitudes, perceptions, and behaviors shaped by the economic utility. Consumption is such that the perceived value in a situation can reflect a specific differentiation according to individual characteristics. The expected implications of this research are that MSMEs can add ergo-iconic value to increase buyer interest.

Keywords: Marketing Intelligence; Product Innovation; ergo-iconic value; Marketing Performance (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-204-0_35

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