DEVELOPMENT OF MARKETING MODEL BASED E-MARKETING FOR SMALL MEDIUM ENTREPRISE OF KRIPIK TEMPE IN SANAN MALANG CITY
Mohammad Maskan, Tundung Subali Patma, Heru Utomo and Maskur

Politeknik Negeri Malang

Abstract

ABSTRACT

This research was conducted to develop an e-marketing-based Small and Medium Entreprise marketing model, which has the characteristics of: contextual, creative and learning by doing, so that it can reach a wider market area. Small and Medium Entreprise are the most widely owned form of business by the Indonesian people. This is because to have this type of business does not require a lot of capital and expertise, therefore, the growth and competitiveness of this form of business is slow compared to medium and large businesses. One of the lags is in the use of information technology, in the form of e-marketing. Companies that use e-marketing, their marketing area can be wider and without boundaries so that the company^s development and income can increase again. This research design uses development research. At this stage it involves marketing experts, information technology experts (computers), and consumers. The research method in collecting data using interviews, documentation and observation. The total population is all SMEs Chips Tempe entrepreneurs in Malang City, the sample is 10% which is taken by accidental sampling. The data analysis technique used descriptive qualitative analysis. The results of data analysis show that in cycle 3 (three) which is assessed by computer experts, marketing experts, Tempe Chips MSME owners and consumers, the average value of the attention dimension is 92%, the interest dimension is 86.2%, the desire dimension is 91.5%, and the action dimension is 87.1%. This can show that the Tempe Sanan Chips e-marketing design in Malang City is worthy of publication and use because it is included in special criteria in increasing consumer buying interest, so that it can provide convenience in conveying detailed product information through e-marketing-based marketing design promotion media Sanan Tempe Chips in Malang City.

Keywords: Marketing, Sanan tempe chips, e-marketing and Small Medium Entreprise

Topic: Digital Business and E-Commerce