Promotion effectiveness of small scale enterprises (SMEs) in Indonesian unicorn marketplace

https://doi.org/10.35912/ijamis.v1i1.1467
Published: Apr 4, 2023

Abstract:

Purpose: These various activities certainly use no small cost in their operations. Therefore, it is necessary to re-analyze the customer's perception of the effectiveness of the SMEs promotion carried out by the unicorn startup marketplace in Indonesia.

Research methodology: Data were gathered via survey software at purposefully selected research sites. Respondents, drawn accidentally from all Indonesian users of the Unicorn marketplace, completed closed questionnaires via a survey program using a Likert Scale. The study employed descriptive qualitative analysis and used EPIC rate analysis to evaluate the success of advertisements and impulse buying behavior.

Results: Based on the EPIC rate score of 3.77, unicorn marketplace promotions have positively influenced customer perception. This average indicates that promotional activities significantly affect consumers' impulsive purchasing decisions. With sufficient influencing factors already in place, the marketplace aims to further enhance promotional efforts to boost impulse buying.

Conclusion: Promotional strategies implemented by the unicorn marketplace have effectively influenced impulse buying behavior, revealing customer receptiveness and indicating strong potential for enhancing digital promotions in the future.

Limitations: The study is limited to the SMEs sector and focuses solely on the promotional effectiveness of the Unicorn marketplace. Further research is needed to explore promotion through artificial intelligence.

Contribution: This study offers insight into building digitally based SMEs, providing recommendations that support broader economic development initiatives.

Keywords:
1. Effectiveness
2. Marketplace
3. SMEs
Authors:
Ridha Rizki Novanda
University of Bengkulu, Indonesia
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How to Cite
Novanda, R. R. (2023). Promotion effectiveness of small scale enterprises (SMEs) in Indonesian unicorn marketplace. International Journal of Accounting and Management Information Systems, 1(1), 31–42. https://doi.org/10.35912/ijamis.v1i1.1467
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Issue & Section
Vol. 1 No. 1 (2023): February
Articles
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  2. Annur, C. M. (2020). Jumlah Penjual di Bukalapak & Tokopedia Melonjak 3,5 Juta Imbas Corona. Retrieved from https://katadata.co.id/desysetyowati/digital/5f3beb5cca640/jumlah-penjual-di-bukalapak-tokopedia-melonjak-3-5-juta-imbas-corona
  3. Asghar, W., Abbasi, M. N., & Zafarullah, M. (2015). Impact of advertisement and sales promotion on consumer cognitive buying behavior: A study of low involvement (FMCG) products. Pakistan Journal of Social Sciences, 35(2), 585-598.
  4. Ayyubi, S. A. (2019). Pengguna Aktif Tokopedia Tembus 90 Juta. Retrieved from https://teknologi.bisnis.com/read/20190922/266/1151061/pengguna-aktif-tokopedia-tembus-90-juta
  5. Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145-157.
  6. Bestriandita, D., & Widodo, E. (2017). Analisis perbandingan efektivitas iklan menggunakan EPIC model terhadap mahasiswa UII Yogyakarta. Paper presented at the Prosiding SI MaNIs (Seminar Nasional Integrasi Matematika Dan Nilai-Nilai Islami).
  7. Bram, Y. F. (2005). Analisis efektivitas iklan sebagai salah satu strategi pemasaran perusahaan percetakan dan penerbitan PT Rambang dengan menggunakan metode EPIC Model. Jurnal manajemen & bisnis sriwijaya, 3(6), 1-23.
  8. Burhan, F. A. (2020). Riset KIC: Perempuan Lebih Sering Belanja di E-Commerce Ketimbang Pria. Retrieved from https://katadata.co.id/agustiyanti/digital/5f297dd1ae890/riset-kic-perempuan-lebih-sering-belanja-di-e-commerce-ketimbang-pria
  9. Durianto, D. (2003). Strategi Menaklukkan Pasar Iklan Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka.
  10. Hermawan, A. (2012). Komunikasi pemasaran: Jakarta: Erlangga.
  11. Indah, D. R., & Maulida, Z. (2017). Analisis Efektifitas Iklan Media Televisi Menggunakan EPIC Model (Studi Kasus Produk A Mild di Kota Langsa). Jurnal Penelitian Ekonomi Akuntansi (Jensi), 1(2), 137-149.
  12. Indriarto, F. (2006). Studi Mengenai Faktor Kekhawatiran dalam Proses Penyampaian Pesan Iklan. Jurnal Sains Pemasaran Indonesia, 5(3), 243-268.
  13. Juliany, I. K., Salamuddin, M., & Dewi, Y. K. (2018). Perancangan Sistem Informasi E-Marketplace Bank Sampah Berbasis Web. Semnasteknomedia Online, 6(1), 2-10-19.
  14. Koesno, D. A. S. (2020). Jumlah Pelanggan E-Commerce Tercatat Meningkat 38,3% Selama Pandemi. Jumlah Pelanggan E-Commerce Tercatat Meningkat 38,3% Selama Pandemi. Retrieved from https://tirto.id/jumlah-pelanggan-e-commerce-tercatat-meningkat-383-selama-pandemi-f1eP
  15. Kotler, P. (1995). Manajemen pemasaran analisa, perencanaan, implementasi, dan kegunaan. Edisi Kedelapan. Jakarta: Salemba Empat.
  16. Kusuma, D. F., & Sugandi, M. S. (2018). Strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital yang dilakukan oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18-33.
  17. Lukitaningsih, A. (2013). Iklan yang efektif sebagai strategi komunikasi pemasaran. Jurnal Ekonomi dan Kewirausahaan, 13(2), 116-129.
  18. McLeod, R., & Schell, G. (2007). Management information systems, 10/e. E Prentice Hall.
  19. Morrisan, M. (2015). Periklanan komunikasi pemasaran terpadu: Kencana.
  20. Neha, S., & Manoj, V. (2013). Impact of sales promotion tools on consumer’s purchase decision towards white good (refrigerator) at Durg and Bhilai Region of CG, India. Research Journal of Management Sciences ISSN, 2319, 1171.
  21. Pancaningrum, E., & Sari, D. K. (2019). Analisa Epic model: Mengukur efektivitas iklan Indomie versi ayam geprek di televisi. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 53-62.
  22. Perwirawati, E., & Juprianto, J. (2019). STRATEGI KOMUNIKASI PEMASARAN PARIWISATA KEMARITIMAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN DI PULAU BANYAK. Jurnal Darma Agung, 27(1), 871-883.
  23. Safia, A., Chai, J., Frimpong, A. N. K., & Akram, U. (2019). The impact of social media characteristics on e-commerce use behaviour among youth in developing countries. International Journal of Information Systems and Change Management, 11(2), 188-207.
  24. Setiadi, N. J. (2003). Perilaku Konsumen: Konsep dan Implikasi Untuk Strategi dan Penelitian Bisnis Pemasaran. Prenada Media, Jakarta.
  25. Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing.
  26. Suprapto, T. (2008). Teknik Jitu Persuasi dan Negosiasi. Yogyakarta: Media Pressindo.
  27. Wurinanda, I. (2015). Efektivitas promosi produk ayam suwir “si kentung” melalui twitter [skripsi]. Bogor (ID): Institut Pertanian Bogor.
  28. Ye, L. R., & Zhang, H. H. (2014). Sales promotion and purchasing intention: Applying the technology acceptance model in consumer-to-consumer marketplaces. International Journal of Business, Humanities and Technology, 4(3), 1-5.