Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)

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Design of Digital Marketing Model for MSME Culinary Endemic Era in Depok City

Authors
Titik Purwinarti1, *, Bunga Safira Adhliana1, Yanita Ella Nilla Chandra1, Rena Yolanda1
1Business Administration, Politeknik Negeri Jakarta, Jakarta, Indonesia
*Corresponding author. Email: titik.purwinarti@bisnis.pnj.ac.id
Corresponding Author
Titik Purwinarti
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-83-1_65How to use a DOI?
Keywords
MSMEs endemic era; Digital Marketing; Local Search Engine Optimization
Abstract

This study aims to analyze culinary businesses (MSMEs) in the Depok area in the current endemic era by utilizing digital marketing as an opportunity to increase operating profits. This study used qualitative research methods. Collecting data using interviews and direct observation. The data processing technique used is descriptive analysis and SWOT analysis. Based on the grand strategy matrix show UMKM in Depok City marketing strategy is in the position of the Strentgh- Threats (ST). The results of the study indicate that entrepreneurs must have the expertise and be proficient in technology because digital marketing currently has the potential to increase sales of MSMEs. Local SEO is an option that can be used by entrepreneurs. With the help of easy access to e-commerce, this can also benefit entrepreneurs because they can market and sell their business products widely and in the end the public will know about the business. Even so, innovation in business and marketing must continue to be carried out to keep up with the times and technology.

Copyright
© 2022 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 International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-83-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-83-1_65How to use a DOI?
Copyright
© 2022 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  - Titik Purwinarti
AU  - Bunga Safira Adhliana
AU  - Yanita Ella Nilla Chandra
AU  - Rena Yolanda
PY  - 2022
DA  - 2022/12/30
TI  - Design of Digital Marketing Model for MSME Culinary Endemic Era in Depok City
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 360
EP  - 363
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_65
DO  - 10.2991/978-2-494069-83-1_65
ID  - Purwinarti2022
ER  -