STRATEGI PEMANFAATKAN E-COMMERCE DALAM MEMASARKAN CEMILAN DI MEDAN (Studi Kasus : Basreng)

Abstract

Small and Medium Enterprises (SMEs) are a pillar in the Indonesian economy that is strong against various influences or shocks. SMEs generally come from businesses that develop in an area. Although at first they were mostly engaged in local areas, the government made an effort to digitize SMEs by promoting electronic commerce or e-commerce. From this, a comparison was made between online and in-store marketing. After doing this comparison, it can be concluded that e-commerce is able to increase turnover and expand the marketing area of basreng food products. E-commerce is able to provide a positive impact on marketing developments and minimize other operational costs such as shop rental costs. In this study using a quantitative method, namely conducting a survey by distributing questionnaires to SMEs as many as 20 respondents. The results of this study, a lot of SMEs want to use digital marketing. 95% of SME players want to do marketing digitally and 5% don't, because they are constrained by infrastructure and mastery of the digital world. In this case, e-commerce uses the B2C (Business-to-customer) approach in an effort to increase basreng trade transactions and also media for information delivery. both to customers and the general public in obtaining information about basreng products marketed by SMEs.