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Mardinawati - Mardinawati
Polines
Economics, Econometrics & Finance

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The use of Digital Media and Social Media for UKM Temanggung in the era of the Covid-19 Pandemic Sandi - Supaya; Mardinawati - Mardinawati; Makmun - Riyanto
Admisi dan Bisnis Vol 23, No 1 (2022): PEBRUARI 2022
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v23i1.3485

Abstract

The problem in this research is how to describe the use of digital media and social media in reaching the target market, promoting products, and in implementing marketing strategies.The purpose of this study is to describe the use of digital and social media in the marketing strategy of Temanggung SMEs in the Covid-19 era. Respondents consist of owners and managers of Temanggung SMEs whose products have been included in national, provincial, city or district level exhibitions. Primary primary data were collected through a questionnaire using a survey method. The data were analyzed using the average, the largest, the lowest scoring for each opinion from the respondents. From this study it was concluded that Temanggung SMEs in the era of the covid-19 pandemic very often used digital media and social media to reach the target market, and promote products. SEO, Twitter and Reddit are not used very often. Creation and publishing of content to attract customers' attention, use of media to understand problems, build long-term relationships with target markets, assist and provide advice to customers are not good criteria.
Improving the understanding and use of Technopreneurship in running Temanggung Coffee MSME Business Mardinawati - Mardinawati; Sandi - Supaya; Sumanto - Sumanto; Kurniani - Kurniani; Rif'ah Dwi Astuti
Admisi dan Bisnis Vol 23, No 2 (2022): JUNI 2022
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v23i2.3787

Abstract

The problem in this research is how well the understanding, and ability to use technopreneurship in running a business. Data collection methods used in this research are survey and interview methods. Respondents consist of owners and managers of Temanggung coffee SMEs whose products have been included in district or city level exhibitions. Likert scale with gradation from strongly agree to strongly disagree is used to measure the assessment of respondents' opinions about the statements in the questionnaire. Respondents' answers were scored and analyzed using the average, maximum, minimum, sort, and criterion values. The conclusion of this study is the understanding and use of technopreneurship in running a business is in the good and very good intervals, and can still be improved to be very good. Understanding and ability to market the product has the best criteria value. Understanding and ability to use in managing operating capital and a strong internet signal are prioritized in increasing the understanding and use of technopreneurship
Design of the Social Media Marketing Strategy Model for Temanggung SME Products in the Covid-19 Pandemic Era Sandi - Supaya; Yusmar Ardhi Hidayat; Mardinawati - Mardinawati
Admisi dan Bisnis Vol 24, No 2 (2023): JUNI 2023
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v24i2.4600

Abstract

The problems in this study focused on identifying target markets, platforms and social media content, as well as designing social media marketing strategy models for Temanggung UKM products in the Covid-19 Pandemic Era. Questionnaire data in this study includes target markets, platforms, content, and social media marketing strategies. The social media marketing strategy questionnaire consists of questionnaires relating to when customers search for the type of content, reasons customers consume, how customers consume content, social media celebrities who are close to customers, and the response of SMEs when there are customer complaints. From this study it was concluded that the target market for UKM Temanggung consists of teachers, housewives, and students. The social media platforms used are WhatsApp, Facebook, Instagram with new product introduction content, interesting stories or inspiration related to the products being sold, product promotions being sold, tutorials using the products being sold accompanied by subtle promotions. Content is delivered on weekends via podcasts and vedio. Customers are close to social media and local artists, Temanggung ambassadors, service people, endorse friends, relatives. Every complaint is handled properly by Temanggung SMEs.
Co-Authors Astuti, Rif'ah Dwi Kurniani - Kurniani Makmun - Riyanto Sandi - Supaya Sumanto - Sumanto Yusmar Ardhi Hidayat