Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City

Snack MSME (Micro, Small & Medium Enterprises) is one of the business unit categories that has great potential to be developed at this moment. This study aimed to formulate digital marketing alternative strategies for snack MSME in Bogor. This study began with the analysis of respondent characte...

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Autores principales:	Aulia Ratnadianti, Idqan Fahmi, Sufrin Hannan
Formato:	article
Lenguaje:	EN ID
Publicado:	Bogor Agricultural University 2020
Materias:	Agriculture (General) S1-972 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/d6c7667247154c6d8e1ad49162e5437f
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spelling	oai:doaj.org-article:d6c7667247154c6d8e1ad49162e5437f2021-11-04T04:20:00ZDigital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City1693-58532407-252410.17358/jma.17.1.74https://doaj.org/article/d6c7667247154c6d8e1ad49162e5437f2020-05-01T00:00:00Zhttps://jurnal.ipb.ac.id/index.php/jmagr/article/view/30423https://doaj.org/toc/1693-5853https://doaj.org/toc/2407-2524Snack MSME (Micro, Small & Medium Enterprises) is one of the business unit categories that has great potential to be developed at this moment. This study aimed to formulate digital marketing alternative strategies for snack MSME in Bogor. This study began with the analysis of respondent characteristics, both for MSME respondents and consumer respondents. The next step was an analysis of marketing strategies of snack MSME and consumer online purchasing behavior pattern This study also analyzed consumer satisfaction level to MSME digital marketing performance with Importance Performance Analysis, while also mapping consumer preferences based on digital marketing mix. The final step was to develop a digital marketing strategy based on the 4C marketing mix. This research resulted in eleven digital marketing strategies, which were increasing the durability of snack food products, providing a variety of diverse product flavors, designing attractive packaging and brand appearance, providing information on products nutritional value, determining affordable prices, utilizing appropriate information media, choosing appropriate promotional media, creating attractive promotions for consumers, displaying consumer testimonials, displaying honest pictures and product descriptions, and providing various types of the payment instrument. Keywords: consumer online snack purchasing behavior, marketing mix 4C, snack MSME, digital marketing strategyAulia RatnadiantiIdqan FahmiSufrin HannanBogor Agricultural UniversityarticleAgriculture (General)S1-972BusinessHF5001-6182ENIDJurnal Manajemen & Agribisnis, Vol 17, Iss 1, Pp 74-74 (2020)
institution	DOAJ
collection	DOAJ
language	EN ID
topic	Agriculture (General) S1-972 Business HF5001-6182
spellingShingle	Agriculture (General) S1-972 Business HF5001-6182 Aulia Ratnadianti Idqan Fahmi Sufrin Hannan Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
description	Snack MSME (Micro, Small & Medium Enterprises) is one of the business unit categories that has great potential to be developed at this moment. This study aimed to formulate digital marketing alternative strategies for snack MSME in Bogor. This study began with the analysis of respondent characteristics, both for MSME respondents and consumer respondents. The next step was an analysis of marketing strategies of snack MSME and consumer online purchasing behavior pattern This study also analyzed consumer satisfaction level to MSME digital marketing performance with Importance Performance Analysis, while also mapping consumer preferences based on digital marketing mix. The final step was to develop a digital marketing strategy based on the 4C marketing mix. This research resulted in eleven digital marketing strategies, which were increasing the durability of snack food products, providing a variety of diverse product flavors, designing attractive packaging and brand appearance, providing information on products nutritional value, determining affordable prices, utilizing appropriate information media, choosing appropriate promotional media, creating attractive promotions for consumers, displaying consumer testimonials, displaying honest pictures and product descriptions, and providing various types of the payment instrument. Keywords: consumer online snack purchasing behavior, marketing mix 4C, snack MSME, digital marketing strategy
format	article
author	Aulia Ratnadianti Idqan Fahmi Sufrin Hannan
author_facet	Aulia Ratnadianti Idqan Fahmi Sufrin Hannan
author_sort	Aulia Ratnadianti
title	Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
title_short	Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
title_full	Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
title_fullStr	Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
title_full_unstemmed	Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City
title_sort	digital marketing strategy of small and medium enterprises for snack in bogor city
publisher	Bogor Agricultural University
publishDate	2020
url	https://doaj.org/article/d6c7667247154c6d8e1ad49162e5437f
work_keys_str_mv	AT auliaratnadianti digitalmarketingstrategyofsmallandmediumenterprisesforsnackinbogorcity AT idqanfahmi digitalmarketingstrategyofsmallandmediumenterprisesforsnackinbogorcity AT sufrinhannan digitalmarketingstrategyofsmallandmediumenterprisesforsnackinbogorcity
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Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City

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