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All Journal International Journal Of Science Education and Technology Management (IJSETM)
Saepulloh, Yusep
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Decision Sciences, Operations Research & Management

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Utilization of Digital Marketing for MSMEs in the Production of Knitted Bags in Lembang, West Bandung Regency Saepulloh, Yusep; Alijoyo, Franciskus Antonius
International Journal of Science Education and Technology Management Vol 3 No 1 (2024): International Journal Of Science Education and Technology Management
Publisher : Yayasan Azka Hafidz Maulana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28301/ijsetm.v3i1.21

Abstract

The change in marketing system from traditional to digital marketing to face the 5.0 era forces MSMEs to make changes to their product marketing system through social media. Based on this, there are still many MSME players who do not understand digital marketing. For this reason, the aim of this research is to examine the use of digital marketing in accelerating the growth of Micro, Small and Medium Enterprises (MSMEs) in Lembang District, West Bandung. The focus of this study lies in how digital marketing strategies can be integrated into MSME business processes to increase visibility, market access, and ultimately, business performance. Using a mixed methodology approach, this research collects and analyzes data, in-depth interviews, and case studies of several MSMEs in the area. The research results show that the adoption of digital marketing, including the use of social media, search engine optimization (SEO), and content marketing, significantly contributes to increasing sales and brand building for MSMEs. Furthermore, this research identifies the challenges and opportunities faced by MSMEs in implementing digital marketing strategies, including limited resources, the need to increase digital competence, and digital market potential that has not been fully exploited. The conclusions of this study offer strategic insights for MSME owners, digital marketing practitioners, and policy makers to design and implement more effective digital marketing initiatives, thereby encouraging local economic growth and increasing the competitiveness of MSMEs in the global market
Implementation Of Data Mining In Digital Marketing Of Knit Bag Msmes West Bandung District Saepulloh, Yusep; Amirulloh, Moch Mumin; Juliane, Christina
International Journal of Science Education and Technology Management Vol 3 No 1 (2024): International Journal Of Science Education and Technology Management
Publisher : Yayasan Azka Hafidz Maulana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28301/ijsetm.v3i1.24

Abstract

Knitted Bag Micro, Small and Medium Enterprises MSMEs in West Bandung Regency face challenges in exploiting the potential of the digital market. This research aims to apply data mining techniques to understand consumer patterns and increase the effectiveness of digital marketing strategies. In the methods section, the approach used in the clustering analysis is explained in detail. The data used, the variables observed, as well as the clustering techniques and statistical tests applied are described. In addition, the data processing and analysis procedures carried out are also explained to provide a clear understanding of the research methodology. This section presents the results of the clustering analysis and statistical tests performed. This includes the results of the clustering process using K-Means, the resulting cluster centers, as well as the results of the variance test showing the differences in means between cluster groups. Patterns in the data, differences between cluster groups, as well as the potential use of analysis results for developing marketing strategies and customer management are discussed in depth. This research succeeded in grouping customer data into five different clusters based on observed variables. Clustering analysis has helped in understanding patterns in data and identifying different customer groups. The implications of these findings for customer management and marketing strategy development are discussed, and suggestions for further research and development are provided.
Co-Authors Alijoyo, Franciskus Antonius Amirulloh, Moch Mumin Christina Juliane, Christina