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Pilihan Saluran (Media) Pemasaran Digital dan Pendapatan UMKM: Studi Kasus Usaha Kuliner di Jakarta Selatan
Advanced technologies like the internet provide MSMEs an opportunity to reach their customers during the pandemic by using marketing strategies to boost their revenue. However, the variety of digital media offered makes it harder for MSMEs to adjust their strategy by deciding on the right channel, especially for home enterprises, like culinary industries, which are able to adapt the simple channels. So, in this research, we'll focus on to determine the impact of internal and external business aspects as a marketing strategy on decisions about the digital channels option and their impact on revenue, a questionnaire survey was distributed to 123 MSMEs in the culinary business in South Jakarta. Through the quantitative descriptive approach with the Two-Stage Logistic Model, it was found that the marketing admin ownership indicators and marketing budget ranged from Rp. 100,001 – Rp. 300,000 had a significant effect on Instagram selection decisions, and the age indicator of 35 – 44 years had a significant effect on Website selection decisions. Additionally, these two channels have a significant effect on revenue increases..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13737 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Ilmu Ekonomi Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Strategy Revenue Digital Channels |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xi, 73 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |