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All Journal IIJSE RESLAJ: Religion Education Social Laa Roiba Journal
Kinanti, Anggreini Ratna
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Religion Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Implementasi Strategi Pemasaran Online Berbasis Platform E-Peken pada UMKM di Kecamatan Wiyung Surabaya Kinanti, Anggreini Ratna; Dwiridotjahjono, Jojok
Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 11 (2024): RESLAJ: Religion Education Social Laa Roiba Journal 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i11.3841

Abstract

The Surabaya City Department of Cooperatives and Small Business Trade (Dinkopdag) plays an important role in efforts to strengthen MSMEs, especially grocery stores. The Surabaya City Dinkopdag has launched various programs and initiatives to support the growth and sustainability of grocery stores. These programs include entrepreneurship training, facilitating access to capital, as well as marketing assistance including the use of the e-peken platform and product promotion. These initiatives not only aim to increase business capacity but also increase business competitiveness.This paper aims to describe the implementation of an online marketing strategy based on the e-peken platform in MSMEs (especially grocery stores) in Wiyung District, Surabaya. The e-peken platform will help increase efficiency and effectiveness in business management. Online Marketing Strategy: through the e-peken platform/application it will help and reach more customers so that it can make a positive contribution to marketing performance and increase business capacity.
Effectiveness of the E-Peken Platform as a Means of Online Marketing Success for Grocery Stores UMKM in Wiyung District, Surabaya Kinanti, Anggreini Ratna; Kusumasari, Indah Respati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8465

Abstract

This study aims to analyze the effectiveness of the e-Peken platform as an online marketing tool for MSME grocery stores in Wiyung District, Surabaya City. A descriptive qualitative approach was used, with data collection techniques through in-depth interviews with grocery store owners who use e-Peken and officials/employees of the Surabaya Department of Cooperatives, Small and Medium Enterprises, and Trade (Dinkopdag), accompanied by observation and documentation. The results show that e-Peken contributes to increasing business visibility and expanding consumer reach, although sales growth is not evenly distributed. The level of ease of use is relatively good for entrepreneurs who are familiar with technology, but limited digital literacy and devices remain obstacles. The socialization and mentoring program from Dinkopdag has been running, but its sustainability needs to be strengthened to optimize platform utilization. The findings also indicate the need for feature development, integrated promotional strategies, and technical support that adapt to MSME capacity. This study emphasizes the importance of synergizing local government digital policies to accelerate the marketing transformation of locally-based MSMEs.
Co-Authors Jojok Dwiridotjahjono Kusumasari, Indah Respati