Information on Online Promotion Strategies Based on Go-Food Applications in Creating Marketing Effectiveness

Hermiyetti Hermiyetti (Universitas Bakrie)
Luh Komang Candra Dewi (Prodi Manajemen Jurusan Pemasaran Universitas Triatma Mulya, Bali)
Donny Dharmawan (Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana (FE UNKRIS), Jakarta)
I Wayan Junaedi Junaedi (Prodi Magister Manajemen, Fakultas Bisnis, Pariwisata, Pendidikan dan Humaniora, Universitas Dhyana Pura)
Eva Yuniarti Utami (Prodi D3 Manajemen Perdagangan, Universitas Sebelas Maret)

International Journal of Artificial Intelligence Research
Vol 7, No 1.1 (2023)

The research aims to explore the effectiveness of online promotion strategies through the Go-Food application for culinary MSMEs in Jakarta. This research explores the benefits and disadvantages of using online promotional strategies through the Go-Food application. Effectiveness is measured by the number of advantages obtained compared to the losses experienced. The research method is a case study with a qualitative approach. Data collection techniques were carried out using interviews, observation, documentation and literature study. The number of informants studied was 5 informants. The research results show that the online promotion strategy through the Go-Food application has benefits: increasing the number of consumers, expanding the market, increasing income, as a promotional medium, time efficiency and increasing credibility, while the disadvantages can be overcome by technological development carried out in the Go-Food application. Thus, the advantages of using an online promotion strategy through the Go-Food application outweigh the disadvantages, so it can be concluded that the online promotion strategy through the Go-Food application is effective for culinary MSMEs.