PENGEMBANGAN TEKNOLOGI PEMASARAN PRODUK UMKM MELALUI DIGITAL MRSE BAGI PELAKU USAHA DI DESA KETAPANG KABUPATEN BANDUNG
AbstractSmall business actors are required to be able to innovate in following the development of digital-based product marketing systems for business sustainability and welfare. MRSE (Management of Reseller and Event) digital marketing technology is the result of engineering from digital and conventional marketing technology designed to improve skills and sales results for small business products for poor families who experience gaps in using digital technology. This study aims to obtain the final design of the MRSE digital marketing technology. This study uses a qualitative approach with the Participatory Action Research (PAR) method. This research was applied to two groups of small business actors of glutinous rice and knitting bags in Katapang Village, Katapang District, Bandung Regency. The results of this study found that the initial conditions for marketing MSME products were carried out conventionally by entrusting the product to local stalls and traditional markets. The planning for the implementation of MRS digital marketing technology includes digital marketing media, marketing partners, and breadth of targets. The results of the study found the final design of MRSE digital marketing technology engineering which was refined into 4 (four elements) namely 1) the use of digital marketing media with a market place and social media (village website, whatsapp business, shopee, and facebook), 2) marketing partners involving resellers namely local village youth, 3) the breadth of sales targets carried out to the national level, and 4) marketing by using events.
Fossen, F. M., & Sorgner, A. (2021). Digitalization of work and entry into entrepreneurship. Journal of Business Research, 125, 548–563. https://doi.org/10.1016/j.jbusres.2019.09.019
Hahm, J. (Jeannie), Breiter, D., Severt, K., Wang, Y., & Fjelstul, J. (2016). The relationship between sense of community and satisfaction on future intentions to attend an association’s annual meeting. Tourism Management, 52, 151–160.
Hendarsyah, D. (2020). Pemasaran Digital Dalam Kewirausahaan. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 25–43. https://doi.org/10.46367/iqtishaduna.v9i1.209 Kapoor, D., & Jordan, S. (2009). Education, Participatory Action Research, and Social
Change: International Perspectives.
Kemmis, S., McTaggart, R., & Nixon, R. (2014). The Action Research Planner: Doing Critical Participatory Action Research. In The Action Research Planner: Doing Critical Participatory Action Research. Springer Singapore. https://doi.org/10.1007/978-981- 4560-67-2
Kindon, S., Pain, R., & Kesby, M. (2007). Participatory Action Research Approaches and Methods: Connecting People, Participation and Place. Routladge.
Mora Cortez, R., & Johnston, W. J. (2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory. Industrial Marketing Management, 88, 125–135. https://doi.org/10.1016/j.indmarman.2020.05. 004
Perron, B. E., Taylor, H. O., Warren, G., & Margerum-Leys, J. (2010). Information and Communication Technologies in Social Work. Advances in Social Work, 11(2), 67–81.
How to Cite
Copyright (c) 2022 Yuliyantini, Tuti Kartika, Jumayar Marbun
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Author(s) who published in this journal agree to following terms:
- Author(s) must understand and agree that the copyright script in published owned by the Jurnal Ilmiah Perlindungan dan Pemberdayaan Sosial. The copyright includes reproducing and selling the manuscript to all parties.
- Everyone can cite every manuscript published in Jurnal Ilmiah Perlindungan dan Pemberdayaan Sosial for educational purposes, with the author's name and the Jurnal Perlindungan dan Pemberdayaan Sosial on reference.