Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia
Corresponding Author(s) : Regina Dinda Octavyra
Startupreneur Business Digital (SABDA Journal),
Vol. 1 No. 1 (2022): Startupreneur Business Digital (SABDA)
Abstract
In the current era of technology, it provides many impacts and innovations that can provide more effective solutions in various fields. With digital marketing as an alternative solution, digital marketing can now overcome problems such as lack of funds and limited promotions faced by medium to low-income businesses. The alternative solution is obtained with the current social media such as Twitter, Instagram, Website, and Facebook to create brand awareness, loyalty, sales, and engagement. So the purpose of this study is to find out the use of marketing strategies from several lower-middle businesses that have gone online and their implications for the competitive advantage of these lower-middle businesses. The method used in this study uses quantitative methods with causality analysis with a population of more than 21,000,000 consumers using a non-probability sampling technique using random sampling with a total sample of 2,100 respondents. So based on the research that has been done, it was found that in marketing products with a digital strategy, 78% of the results were obtained, with the remaining 22% being factors originating from other factors such as a supply of resources, capital, and managerial professionalism.
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- B. Rawat, A. S. Bist, U. Rahardja, C. Lukita, and D. Apriliasari, “The Impact Of Online System on Health During Covid 19: A Comprehensive Study,” ADI Journal on Recent Innovation, vol. 3, no. 2, pp. 195–201, Jan. 2022, doi: 10.34306/AJRI.V3I2.654.
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References
D. Chaffey and F. Ellis-Chadwick, Digital marketing: strategy, implementation & practice. 2019. Accessed: Apr. 04, 2022. [Online]. Available: https://books.google.com/books?hl=en&lr=&id=-1yGDwAAQBAJ&oi=fnd&pg=PT17&dq=digital+marketing+strategy&ots=XiTt3TjR61&sig=RBiPNvxUu2eLNpCN6ZzojBMYvX0
V. Vieira, M. de Almeida, … R. A.-… A. of M., and undefined 2019, “In pursuit of an effective B2B digital marketing strategy in an emerging market,” Springer, vol. 47, no. 6, pp. 1085–1108, Nov. 2019, doi: 10.1007/s11747-019-00687-1.
G. Zhu, X. G.-S. J. of B. and Management, and undefined 2019, “Precision retail marketing strategy based on digital marketing model,” researchgate.net, vol. 7, no. 1, pp. 33–37, 2019, doi: 10.11648/j.sjbm.20190701.15.
N. D.-I. R. J. of Management, I. and, and undefined 2020, “Digital marketing strategy on travel tourism businesses in marketing 4.0 era,” core.ac.uk, 2020, doi: 10.21744/irjmis.v7n3.898.
S. Kingsnorth, Digital marketing strategy: an integrated approach to online marketing. 2019. Accessed: Apr. 04, 2022. [Online]. Available: https://books.google.com/books?hl=en&lr=&id=yO2ODwAAQBAJ&oi=fnd&pg=PP1&dq=digital+marketing+strategy&ots=jr2RKEO4zI&sig=HLQDR3_4NTWCoOqa18QmKM2uVZU
V. D.-I. J. of T. in S. Research and undefined 2019, “Digital marketing: A review,” academia.edu, Accessed: Apr. 04, 2022. [Online]. Available: https://www.academia.edu/download/59805009/48_Digital_Marketing_A_Review20190620-108638-qqyjc5.pdf
I. Kotane, D. Znotina, S. H.-S. J. of Polonia, and undefined 2019, “Assessment of trends in the application of digital marketing,” pnap.ap.edu.pl, vol. 33, no. 2, 2019, doi: 10.23856/3303.
S. Maesaroh, L. Kusumaningrum, N. Sintawana, D. P. Lazirkha, and R. D. O., “Wireless Network Security Design And Analysis Using Wireless Intrusion Detection System,” International Journal of Cyber and IT Service Management, vol. 2, no. 1, pp. 30–39, Feb. 2022, doi: 10.34306/IJCITSM.V2I1.74.
G. Minculete, P. O.-I. conference Knowledge-based, and undefined 2018, “Approaches to the modern concept of digital marketing,” kadirarikan.com, no. 2, 2018, doi: 10.1515/kbo-2018-0067.
S. Sridhar and E. Fang, “New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments,” J Acad Mark Sci, vol. 47, no. 6, pp. 977–985, Nov. 2019, doi: 10.1007/S11747-019-00698-Y.
Y. Shino, C. Lukita, K. B. Rii, and E. A. Nabila, “The Emergence of Fintech in Higher Education Curriculum,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, 2022.
B. Rawat, A. S. Bist, U. Rahardja, C. Lukita, and D. Apriliasari, “The Impact Of Online System on Health During Covid 19: A Comprehensive Study,” ADI Journal on Recent Innovation, vol. 3, no. 2, pp. 195–201, Jan. 2022, doi: 10.34306/AJRI.V3I2.654.
F. A. Rahardja, S. C. Chen, and U. Rahardja, “Review of Behavioral Psychology in Transition to Solar Photovoltaics for Low-Income Individuals,” Sustainability 2022, Vol. 14, Page 1537, vol. 14, no. 3, p. 1537, Jan. 2022, doi: 10.3390/SU14031537.
O. Ferrell, M. Hartline, and B. Hochstein, Marketing strategy. 2021. Accessed: Apr. 04, 2022. [Online]. Available: https://books.google.com/books?hl=en&lr=&id=SewfEAAAQBAJ&oi=fnd&pg=PP1&dq=digital+marketing+strategy&ots=PgSCuyHi1a&sig=EJGez68XpTbLwBUAAK3u1GXk0Qg
W. Sumekar, A. N. Al-Baarri, E. Kurnianto, L. Jiang, S. S. Veleva, and А. I. Tsvetanova, “Characteristics of the digital marketing advantages and disadvantages,” iopscience.iop.org, doi: 10.1088/1757-899X/940/1/012065.
N. Septiani, A. S. Bist, C. S. Bangun, and E. Dolan, “Digital Business Student Development for Entrepreneurs with Software,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, 2022.
A. S. Bist, B. Rawat, U. Rahardja, Q. Aini, and A. G. Prawiyogi, “An Exhaustive Analysis of Stress on Faculty Members Engaged in Higher Education,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 2, pp. 126–135, Feb. 2022, doi: 10.34306/ITSDI.V3I2.533.
M. I.- M3E2-MLPEED and undefined 2019, “Cloud-based Digital Marketing.,” ceur-ws.org, Accessed: Apr. 04, 2022. [Online]. Available: http://ceur-ws.org/Vol-2422/paper32.pdf
S. Maesaroh, L. Kusumaningrum, N. Sintawana, D. P. Lazirkha, and R. D. O., “Wireless Network Security Design And Analysis Using Wireless Intrusion Detection System,” International Journal of Cyber and IT Service Management, vol. 2, no. 1, pp. 30–39, Feb. 2022, doi: 10.34306/IJCITSM.V2I1.74.
S. Watini, H. Latifah, D. Rudianto, and N. A. Santoso, “Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 23–32, 2022.
B. Rawat, A. S. Bist, Mulyati, M. Fakhrezzy, and R. D. Octavyra, “AI Based Assistance To Reduce Suicidal Tendency Among Youngsters,” APTISI Transactions on Management (ATM), vol. 7, no. 2, pp. 105–112, Jan. 2023, doi: 10.33050/ATM.V7I2.1829.
S. T. Sampoerna, U. Rahardja, Mardiana, V. T. Devana, and N. P. L. Santoso, “Pelatihan Inovasi Media Pembelajaran iLearning 2.0 Sebagai Pengabdian Masyarakat Terhadap Pendidikan Tinggi,” ADI Pengabdian Kepada Masyarakat, vol. 2, no. 2, pp. 46–55, Mar. 2022, doi: 10.34306/ADIMAS.V2I2.567.
Q. Aini, N. Lutfiani, M. Z.-A. B. D. I. Jurnal, and undefined 2021, “Analisis Gamifikasi iLearning Berbasis Teknologi Blockchain,” adi-journal.org, Accessed: Mar. 25, 2022. [Online]. Available: https://adi-journal.org/index.php/abdi/article/view/167
M. R. Anwar, M. Yusup, S. Millah, and S. Purnama, “The Role of Business Incubators in Developing Local Digital Startups in Indonesia,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 1–10, 2022.
B. Rawat, A. S. Bist, Mulyati, M. Fakhrezzy, and R. D. Octavyra, “AI Based Assistance To Reduce Suicidal Tendency Among Youngsters,” APTISI Transactions on Management (ATM), vol. 7, no. 2, pp. 105–112, Jan. 2023, doi: 10.33050/ATM.V7I2.1829.
M. M. Moy, E. R. Cahyadi, and E. Anggraeni, “The Impact of Social Media on Knowledge Creation, Innovation, and Performance in Small and Medium Enterprises,” Indonesian Journal of Business and Entrepreneurship (IJBE), vol. 6, no. 1, pp. 23–23, Feb. 2020, doi: 10.17358/IJBE.6.1.23.
S. Sherly, F. Halim, and A. Sudirman, “THE ROLE OF SOCIAL MEDIA IN INCREASING MARKET SHARE OF MSME PRODUCTS IN PEMATANGSIANTAR CITY,” Jurnal Manajemen dan Bisnis, vol. 9, no. 2, pp. 61–72, Dec. 2020, doi: 10.34006/JMBI.V9I2.206.
“The Role of Social Media in Promotion of Micro, Small and Medium Enterprises (MSMEs) and Its Implications Law Number 11 of 2008 Concerning Information and Electronic Transactions (UUITE) | International Journal of Latin Notary.” https://i-latinnotary.notariat.unpas.ac.id/index.php/jurnal/article/view/16 (accessed May 19, 2022).
S. Hendra Permana, E. Rivani, and E. Budiyanti, “Utilization of the Internet as Media for Marketing SMEs Products,” 2021. [Online]. Available: www.wordpress.com
K. A. Ardhanariswari, N. Probosari, and A. Wijayanti, “Branding Strategy By Social Media Ads And The Implementation Of Intellectual Property Rights In Wonogiri Coffee SMES (UMKM),” Proceeding of LPPM UPN “VETERAN” YOGYAKARTA CONFERENCE SERIES 2020 – POLITICAL AND SOCIAL SCIENCE SERIES, vol. 1, no. 1, pp. 133–140, Oct. 2020, doi: 10.31098/PSS.V1I1.189.