Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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Strategy in Increasing “My Keranjang” Income as Micro Small and Medium Enterprises (MSME) Through Digital Marketing

Authors
Fitra Pinandhita1, Ana Dhaoud Daroin1, *
1Faculty of Teacher Training and Education, Universitas PGRI Madiun, Madiun, Indonesia
*Corresponding author. Email: anadha@unipma.ac.ids
Corresponding Author
Ana Dhaoud Daroin
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_29How to use a DOI?
Keywords
Economic Growth; Product Innovation; Digital Marketing
Abstract

This study is intended to determine the strategies used to increase MSME income through digital marketing. The sample in this study was selected based on the following criteria: 1) MSMEs that develop through digital marketing; 2) MSMEs have achieved international market share, so they are relevant to the focus and research problem. The benefits of this research are: 1) the theoretical benefits can develop the science of marketing management and entrepreneurship from a theoretical point of view; 2) practical benefits, namely to solve problems that exist in the subject. The theory used is, of course, based on previous researchers or writers. Purposive sampling is used to select research samples with “Keranjangku” as the selected MSME in Madiun, while descriptive research is used as a research method whose results are in the form of a model. Strategies to develop and improve the competitiveness of SMEs in increasing income. Based on the internal and external analysis of “My Basket” on MSMEs in Madiun, it was found that the growth strategy was used as the primary strategy. My Basket utilizes all the strengths of MSMEs to innovate products regularly, maintain the quality of raw materials, maintain affordable prices and expand marketing through digital platforms.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
978-94-6463-076-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_29How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fitra Pinandhita
AU  - Ana Dhaoud Daroin
PY  - 2022
DA  - 2022/12/12
TI  - Strategy in Increasing “My Keranjang” Income as Micro Small and Medium Enterprises (MSME) Through Digital Marketing
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 379
EP  - 386
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_29
DO  - 10.2991/978-94-6463-076-3_29
ID  - Pinandhita2022
ER  -