EVALUATING IMPLEMENTATION OF DIGITAL INBOUND MARKETING METHODS FOR INDONESIAN MSME BUSINESS

• Main Author: Dwi Aditya N., Bambang
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63924
• Institution: Institut Teknologi Bandung

The increasingly massive development of the internet in Indonesia makes a change from consumer buying behavior to relying more on the internet as their buying media. This is supported when pandemic Covid-19 occurs which limits the movement of people. But unfortunately, the increase diverged with MSME revenues falling at the time of the pandemic. One of the challenges according to Minister of Economic Coordinator Airlanga Hartanto is the strategy of MSMEs to be able to Go - Digital so that they can enjoy changes in purchasing behavior that begin to shift online. Because of the holistic Digital Inbound Marketing approach through this research researchers want to know the success of implementation and competitive advantages and monitor the results of the digital inbound marketing method. The method used in this study is a qualitative method to find out in depth a series of activities from participants who have applied digital inbound marketing methods. For data retrieval is done through a semi-structured interview method, it is carried out to 10 participants who are all MSME business owners. From the results of the interview, it is known that the digital inbound marketing method in general is enough to help MSME business owners to survive pandemic conditions. This is known because of the competitive advantage of digital inbound marketing methods that are "customer centric" and clearly the purpose and monitoring process when business owners conduct digital inbound marketing campaigns. The recommendations provided will enrich the competitive advantage and are adjusted to the goal of a business entity, namely maximizing economic return.