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Ferbianti, Febi
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Economics, Econometrics & Finance Social Sciences

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Analysis of Digital Marketing 4C in Convection MSMEs in the Era of Society 5.0 Wibawa, Gian Riksa; Arif, Arif; Muharrom, Muhammad Irsal; Kastury, Luviany; Pratama, Andra Kharuna; Aulia, Sofie; Ferbianti, Febi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5827

Abstract

This research aims to determine and analyze 4C Digital Marketing in convection MSMEs in the Society 5.0 Era in Tasikmalaya City and Tasikmalaya Regency. This research is qualitative research with a qualitative descriptive approach. The data collection techniques used were observation, interviews with 50 informants from 50 convection MSMEs, and documentation studies. The object of this research is aimed at convection business owners located in the Tasikmalaya City and Tasikmalaya Regency areas. In terms of Co-Creation, in producing products, the MSME convection business has produced products according to consumers' ideas and desires, apart from that, some follow trends. In determining the prices of their products, these business actors have adjusted prices to consumers' purchasing power. This is in accordance with Currency where in this digital era prices are more dynamic. These convection business actors have utilized Communal Activities in their business, this can be seen from the existence of resellers and drop shippers who have become partners in the distribution and marketing of their business products, in addition to word-of-mouth marketing or what is better known as word-of-mouth marketing. In terms of conversation, these MSME convection actors have responded quickly in answering questions from potential consumers. Apart from that, several convection MSMEs have used social media to go live so that they can facilitate potential consumers to ask questions regarding products, which can be answered directly by these convection business actors. Apart from that, reviews and ratings from consumers can provide trust and influence other potential consumers.
IMPLIKASI DIGITAL MARKETING UNTUK KEUNGGULAN BERSAING UMKM BIDANG KONVEKSI DI KOTA TASIKMALAYA DI ERA ENDEMI Wibawa, Gian Riksa; Firmansyah, Hary; Patimah, Titin; Kastury, Luviany; Pratama, Andra Kharuna; Aulia, Sofie; Ferbianti, Febi
Among Makarti Vol 16, No 2 (2023): AMONG MAKARTI
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v16i2.542

Abstract

ABSTRACTThis research aims to gain knowledge about the implications of digital marketing for the competitive advantage of MSMEs in the convection sector in Tasikmalaya City in the endemic era. This research is qualitative research with a qualitative descriptive approach. The data collection techniques were observation, interviews with 12 informants from 12 convection MSMEs, and documentation studies. The object of this research is aimed at convection business owners in the Tasikmalaya City area. Based on research results, the majority of convection MSMEs in Tasikmalaya have used digital marketing/social media as a means to promote their business products, namely Instagram, Shopee, Facebook, TikTok, WhatsApp, Lazada, Tokopedia and Google Ads. Convection business actors also use digital marketing to see consumer needs. Regarding pricing, several convection business actors adapt to consumers because when using promotions with digital marketing, pricing will be more dynamic compared to traditional methods. Digital marketing facilities have the advantage of easy distribution of products. Moreover, information related to their brands can also be more widely promoted and seen by potential consumers.ABSTRAKPenelitian ini mempunyai tujuan untuk memperoleh pengetahuan tentang implikasi digital marketing untuk keunggulan bersaing UMKM bidang konveksi di Kota Tasikmalaya di era endemi. Penelitian ini merupakan penelitian kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data yang dilakukan ialah observasi, wawancara dengan 12 informan dari 12 UMKM konveksi, dan studi dokumentasi. Objek penelitian ini ditujukan kepada pemilik usaha konveksi yang berada di wilayah Kota Tasikmalaya. Berdasarkan hasil penelitian pelaku UMKM konveksi di Tasikmalaya, mayoritas UMKM telah menggunakan digital marketing/media sosial sebagai sarana untuk mempromosikan produk usahanya, yaitu instagram, shopee, facebook, tiktok, whatsapp, lazada, tokopedia, dan google ads. Digital marketing juga digunakan oleh para pelaku usaha konveksi ini untuk melihat kebutuhan konsumen. Dalam hal penentuan harga, beberapa pelaku usaha konveksi ini menyesuaikannya dengan konsumen. Hal ini dikarenakan ketika menggunakan promosi dengan digital marketing, penentuan harga akan lebih dinamis dibandingkan dengan menggunakan cara tradisional. Sarana digital marketing memiliki keuntungan dengan kemudahan distribusi produk. Selain itu, informasi terkait merek/brand mereka juga bisa lebih luas dipromosikan dan dilihat oleh calon konsumen.
Co-Authors Arif Arif Aulia, Sofie Firmansyah, Hary Gian Riksa Wibawa Kastury, Luviany Muharrom, Muhammad Irsal Patimah, Titin Pratama, Andra Kharuna