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All Journal CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis
Veronica Krisni Damayanti
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Economics, Econometrics & Finance

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Penerapan Pemasaran Digital Sebagai Media Promosi Sussanti Sussanti; Veronica Krisni Damayanti; Mulyadi Amin
CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis Vol. 4 No. 4 (2024): CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cemerlang.v4i4.3278

Abstract

Digital marketing as a promotional strategy emerged as a response to developments in information technology. The use of digital marketing is not only limited to new companies or start-ups, but is also applied by companies that have been around for a long time. PT. XYZ, which functions as a motor vehicle distributor and retailer, is also required to adopt digital marketing even though it already has a strong brand from its parent company. In this research, which uses a case study of PT. XYZ, data obtained through observation and interviews. The research results show that PT. XYZ uses three media in implementing digital marketing, namely websites, social media and applications. Of the three media, social media such as Instagram and Facebook show the best results, because both are used to provide information and build engagement with consumers.
Analisis Penggunaan E-Commerce Terhadap Bisnis Usaha Mikro, Kecil, dan Menengah Veronica Krisni Damayanti; Mulyadi Amin; Deden Sunandar
CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis Vol. 4 No. 4 (2024): CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cemerlang.v4i4.3279

Abstract

Currently, e-commerce is increasingly in demand by various business groups, both large and small scale. This is due to the ease of promotion through online media or digital marketing, which makes it easier for business people to reach consumers to introduce or sell their products. This research aims to understand the impact of using e-commerce for MSME business actors. Data was collected through semi-structured interviews with MSME players who have used e-commerce to market their products. Data from these interviews were analyzed using the *thematic analysis* method which aims to identify patterns and find themes based on the data collected (Braun and Clarke, 2006). The research results show several categories related to the use of e-commerce by MSMEs, including individual abilities, reasons for not switching to other e-commerce platforms, as well as obstacles experienced such as infrastructure, technology, promotions, and unpleasant experiences faced by MSMEs when using e-commerce. commerce.
Co-Authors Deden Sunandar Mulyadi Amin Sussanti Sussanti