Innovation of Digital Start Up Business Model with 4As Marketing Approach and its Application in Small and Medium-Sized Enterprises in South Sulawesi

DOI

10.2991/icame-18.2019.58How to use a DOI?

Keywords

Innovation, Business Model, Startup, SMEs

Abstract

The purpose of this research is to discuss the innovation of Digital Start Up business model with 4As Marketing Approach and its application to Small and Medium-sized Enterprises in South Sulawesi. The 4As approach in Marketing is 1) Acceptability, 2) Affordability 3) Accessibility, and 4) Awareness. Dependent variable in this research is the performance of the SMEs. Independent Variable in this research is the Innovation of Digital Start Up Business Model. This research is a true experimental study, by giving treatment to the respondents in the form of simple Start Up training. In this study, a 2 x 2 design between subject pattern was used. Between subject design compares the effect of different treatments on different subjects. The results of this research showed that the innovation of the Start Up business model improving the SMEs sales performance. The 4A's Marketing approach shows percentages70% for aspects of Acceptability and Affordability, 45% for aspects of Accessibility and 55% for Awareness.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Abd. Rahman Kadir
AU  - Najmi Kamariah
AU  - Nina Fapari Arif
PY  - 2019/08
DA  - 2019/08
TI  - Innovation of Digital Start Up Business Model with 4As Marketing Approach and its Application in Small and Medium-Sized Enterprises in South Sulawesi
BT  - Proceedings of the 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018)
PB  - Atlantis Press
SP  - 554
EP  - 563
SN  - 2352-5428
UR  - https://doi.org/10.2991/icame-18.2019.58
DO  - 10.2991/icame-18.2019.58
ID  - Kadir2019/08
ER  -