Abstract
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
Highlights
Badan Pusat Statistik (Central Bureau of Statistics) data showed in 62.922.617 business units in Indonesia were MSME (BPS, 2017)
This study was conducted in Bogor, which was chosen purposively based on the fact that snack MSME growth in Bogor was increasing every year
MSME business owners were selected as respondents by purposive sampling technique with criteria, which were: Business owner who owns and manages directly snack MSME; The snack MSME which is registered in the Bogor Cooperative and MSMEs Office and the City of Bogor Industry and Trade Office; Snack MSME employs mixed marketing strategy; MSME that produces snacks; Be willing to give information
Summary
MSME plays a vital role in national economic development, shown by its contribution to 60% GDP of Indonesia in 2017. Based on a survey by Dinas Koperasi dan UMKM Kota Bogor, it is known that MSME in Bogor contributes to 67% of Bogor GDP, which affects Bogor economic growth by 6.6%. This process was certainly based on consumer motivation to bought snack online. The analysis showed that as many as 34.3% of consumers in Bogor were more interested to buy snack online because there were interesting promotions offered by seller. 32.1% of consumers decided to buy snack online because the products they need were not sold offline. The ease of payment process encouraged 31.3% of consumers to buy snacks online.
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