E-Commerce Marketing Strategy Through Brand Community to Increase Sales (Case Study of South Tangerang MSMES)

DOI

10.2991/assehr.k.211102.037How to use a DOI?

Keywords

e-commerce marketing; brand community; MSMES

Abstract

The purpose of this study was to determine the appropriate marketing strategy to increase sales volume at MSME South Tangerang (Tangsel), to find out which Brand Community could improve purchasing decisions at MSME South Tangerang and to find out marketing strategies and Brand Community that could increase sales at MSME South Tangerang. The method used for this research is the mix methods. The population in this study is the population of all MSMEs in the South Tangerang area, and the sample we use is the MSMEs who are members of Tangsel community called Tangsel Flying, which number more than 500 MSME members. Because the population is too large, namely more than 100 people and the limited time and energy they have, then the number of samples taken by the researcher was 50 respondents in that population. The statistical analysis used was the classical assumption test and multiple linear regression using the SPSS 26 program. The results obtained were that there was a partially significant influence between E-commerce marketing on the Sales of South Tangerang MSMEs, there was a partially significant effect between Brand Community and the Sales of South Tangerang MSMEs and there is a significant influence simultaneously between E-commerce Marketing and Brand Community on the Sales of South Tangerang MSMEs. The data analysis used in this research is descriptive qualitative method, namely descriptive does not provide treatment, manipulation or alteration of the variables studied, but describes a condition as it is. The only treatment given is the research itself, which is carried out through observation, interviews and documentation. The results showed that MSMEs, especially in the city of South Tangerang, use marketing strategies through E-commerce and join the Brand Community or the UMKM community so that their product sales and skills can increase through these two things.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Sam Cay
AU  - Jeni Irnawati
AU  - Hadijah Febriana
AU  - Intan Sari Budhiarjo
PY  - 2021
DA  - 2021/11/16
TI  - E-Commerce Marketing Strategy Through Brand Community to Increase Sales (Case Study of South Tangerang MSMES)
BT  - Proceedings of the 1st International Conference on Research in Social Sciences and Humanities (ICoRSH 2020)
PB  - Atlantis Press
SP  - 313
EP  - 319
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211102.037
DO  - 10.2991/assehr.k.211102.037
ID  - Cay2021
ER  -