Digitalization of MSME marketing strategies in increasing sales of BlewUp brand bag products in e-commerce

Azis Setiawan, Tiris Sudrartono — Sat, 16 Nov 2024 11:33:29 +0000

This study aims to analyze the digital marketing strategies used by BlewUp, a micro, small, and medium enterprise (MSME), on e-commerce platforms to boost sales of its bag products. A qualitative, case study approach was employed, gathering data through interviews, observations, and documentation. The study’s participants included BlewUp’s owners and marketing staff. Findings indicate that BlewUp employs various digital marketing strategies, including content optimization, promotions, and digital consumer services. However, these strategies remain suboptimal in areas like SEO, content variety, promotion frequency, and consumer review management. Additionally, BlewUp faces challenges with limited human resources and capital constraints. To improve its strategy and achieve sustainable sales growth, it is recommended that BlewUp invest in developing human resource capabilities, expanding digital marketing knowledge, adopting the latest technologies, and enhancing consumer data analysis.

THE INFLUENCE OF PERSONAL SELLING ON DECISIONS PURCHASE OF PT. FATARINDO CEMERLANG NESTLE CIMAHI BRANCH

Tia Aryanti, Perwito — Mon, 18 Nov 2024 02:19:08 +0000

This study aims to assess the impact of personal selling on purchasing decisions, identify challenges in personal selling, and evaluate the company's efforts to overcome these challenges at PT. Fatarindo Cemerlang, Nestle Cimahi Branch. The research adopts a quantitative approach, utilizing questionnaires, observations, and literature reviews for data collection. The sample consists of 72 respondents from the total study population. Data analysis was conducted using Pearson’s Product-Moment Correlation, with data processed in SPSS 25. The findings reveal that personal selling significantly influences purchasing decisions, accounting for 68.1% of the variance, indicating a strong relationship. The coefficient of determination (R²) is 46.4%, suggesting that 46.4% of purchasing decisions are explained by personal selling, while the remaining 53.6% is influenced by other factors not examined in this study. To enhance purchasing decisions through personal
selling, the company should focus on improving human resources, providing motivation and recognition for employees, selecting optimal promotion times, and ensuring a deep understanding of the company's products.

Proceedings

Digitalization of MSME marketing strategies in increasing sales of BlewUp brand bag products in e-commerce

THE INFLUENCE OF PERSONAL SELLING ON DECISIONS PURCHASE OF PT. FATARINDO CEMERLANG NESTLE CIMAHI BRANCH