The Use of Digital Channels as a Marketing Tool in Ceramic SMEs

DOI

10.2991/assehr.k.200325.026How to use a DOI?

Keywords

digital media, channels, social media, SMEs

Abstract

This study aims to clarify the digital channels used by ceramic SMEs in the Plered Ceramics Industry Center, Purwakarta Regency. The concepts used are digital media, social media, one-way communication channels and two-way communication channels, SMEs. The approach used in this research is quantitative and the method used is descriptive which is a method that presents a further observation stage. After having a set of classification schemes, such as investigators, then measuring the magnitude or distribution of traits among members of certain groups, in this case the role of statistical techniques arises, such as frequency distribution. While the samples in this study were 22 ceramic, documentation and internet SMEs entrepreneurs. The analysis technique used in this study was applied quantitatively and qualitatively. Quantitative research is intended to process field data into tabular form then distribute it into frequency table form using the formula n = f / 100% and be interpreted further qualitatively. The results show that some SME ceramics entrepreneurs have not yet fully used digital and social channels, they tend to use direct and indirect two-way communication channels to market ceramic products.

Copyright

© 2020, 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  - Poppy Ruliana
AU  - Irwansyah
AU  - Susi Andrini
AU  - Kurnia
PY  - 2020
DA  - 2020/03/31
TI  - The Use of Digital Channels as a Marketing Tool in Ceramic SMEs
BT  - Proceedings of the 2nd International Media Conference 2019 (IMC 2019)
PB  - Atlantis Press
SP  - 329
EP  - 343
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200325.026
DO  - 10.2991/assehr.k.200325.026
ID  - Ruliana2020
ER  -