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Suranto Suranto
Industrial Engineering, Muhammadiyah University of Surakarta
Computer Science & IT

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Sustainable Increasing Market Share For Small To Medium Industrial Clusters Suranto Suranto; Kurnia Nabila; Munajat Tri Nugroho; Ahmad Kholid Alghofari
Jurnal Info Sains : Informatika dan Sains Vol. 13 No. 02 (2023): Jurnal Info Sains : Informatika dan Sains , Edition September  2023
Publisher : SEAN Institute

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Digital transformation is able to expand marketing in the context of business development to increase market share for small and medium industries (IKM). The aim of this research is business development to increase market share in SMEs. The benefits of research include input into effective marketing strategies in batik SMEs. Data collection methods through questionnaires, interviews, observation, literature study and documentation. The research object at batik SMEs centers involves business owners and consumers of batik products. The analytical method uses structural models to identify and analyze the relationship between exogenous and endogenous variables. Based on the research results, the model formulation applied is able to increase market share.
E-Commerce Based Technopreneurship For Developing Sales Of Small And Medium Industrial Products Suranto Suranto; Adcharina Pratiwi
Jurnal Info Sains : Informatika dan Sains Vol. 13 No. 02 (2023): Jurnal Info Sains : Informatika dan Sains , Edition September  2023
Publisher : SEAN Institute

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Abstract

Research at the Masaran Sragen batik industry center aims to formulate a set of technopreneurship marketing strategy models based on digital e-commerce in order to increase product sales capacity in small and medium industries. The benefits of the research resulted in the formulation of a model and implementation of batik marketing that is goodness of fit and effectively implemented. The research object was carried out at the SME batik industry center Masaran Sragen. Data collection methods are through questionnaires, observations, interviews and direct activities at batik IKM. The analysis method is by formulating a digital marketing implementation model, e-commerce, through regression to determine the influence of indicators for implementing digital marketing strategies on increasing the sales capacity of batik products. Digital marketing strategy variables include: company website (X1), TikTok social media account (X2), Instagram social media account (X3), Facebook social media account (X4), digital marketing marketplace (Shopee) X5, product catalog (X6), YouTube social media account (X7), company nameplate promotion (X8) and company profile (X9) and business capacity variable in the form of sales volume (Y). Based on the analysis, a formulation of a marketing technopreneurship implementation model based on digital goodness of fit was produced, digital marketing market place (shopee) dominantly influences increasing sales capacity, overall the implementation of digitalization variables influences increasing sales volume.
Co-Authors Adcharina Pratiwi Ahmad Kholid Alghofari Kurnia Nabila Munajat Tri Nugroho