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Masitha Fahmi Wardhani
Fakultas Ekonomi Dan Bisnis, Universitas Dian Nuswantoro
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Tailoring the future of MSME marketing: A study on leveraging customer data for personalized experiences Tito Wira Eka Suryawijaya; Masitha Fahmi Wardhani
Implementasi Manajemen & Kewirausahaan Vol 3 No 1 (2023): JURNAL IMKA (APRIL)
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v3i1.163

Abstract

MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.
Co-Authors Abdus Salam, Abdus Adilla Kustya Ulfa Afia Zahra Afzalurrizqi AGUNG SEDAYU Alan Maulana Fatony Amalia Nur Chasanah Amron Amron, Amron Ana Kadarningsih Kadarningsih Anisa Aulia Fitri Aris Puji Purwatiningsih Artha Febriana Awanis Linati Haziroh Azmi Hanif Desyandri Desyandri Dian Indriana Hapsari Diana Aqmala Diana Puspitasari Dini Ratri D. Febrianur Ibnu Fitroh Sukono Putra Foza Hadyu Hasanatina Hadyu Hasanatina, Foza Hanif, Azmi Heri Saputra, Ian Febryan Hertiana Ikasari Ida Farida Ida Farida Mahmud Mahmud Mahmud Mahmud Mila Sartika Mila Sartika, Mila Muhammad Abid Humam Abyan Mujib, Miftachul Nadhifa Khairunnisa Qatrunnada Nanda Adhi Purusa Natasya Cantika Sifaputri Noor Abthal Muqaffi Oktoriza, Linda Ayu Pamungkas, Angga Riyan Piji Pakarti Pingkan Ananda Ardiyanto Pradipta, Amrizal Eka Puji Purwatiningsih, Aris Purusa, Nanda Adhi Putri Ernita Rahmawati Raden Ayu Aminah Rizkia Puspita Sari Rahadian, Risnaldi Ramadhan, Ryan Ratna Herawati Ratna Herawati Risanda Alirastra Budiantoro Risnaldi Rahadian Rudi Kurniawan Ruslani, Ruslani Sih Darmi Astuti Simarmata, Okta Naomilyanika Suhita Whini Setyahuni Suryawijaya, Tito Wira Eka Syamsul Arifin Tegar Aji Aimar Tito Aditya Perdana Tito Wira Eka Suryawijaya Tito Wira Eka Suryawijaya Ulhaq, Rahael Zadda Vina Khusnul Khotimah Widya, Aanisah Wijayanti, Yuniarti Wahyu Yohan Wismantoro Yuniarti Wahyu Wijayanti Zora Calista Susilo