<![CDATA[This study aims at finding out the reasons for start-up entrepreneur to do online marketing using social media, the entrepreneurial strategy used by start-up entrepreneur in doing online marketing using social media and the benefits that the start up entrepreneur get in doing online marketing using social media. This study uses in-depth interviews and documentation. The research type is qualitative with phenomenology approach. The subject of research is 5 start-up entrepreneurs of food and beverage business in Kediri regency. The reasons for using social media are various. First it is because competitors also use social media for marketing. Another reason is using social media will ease the marketers in getting direct feedback from consumers. Then, social media can reach wider scope of consumers, easy to use, and affordable. Strategies used include information strategy, sales promotion and advertising, and join the community. The benefits of using social media are the opportunity of having an instant and fast communication with consumers, businesses and products can be recognized by the public, there is an increase on the revenue received annually.]]>
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