Study of Digital Marketing Strategy: Case Study of SMEs in Cocoa Product Industry in West Sulawesi Province

Wahyu Maulid Adha; Anis Anshari Mas’ud; Erwin Erwin

doi:10.32535/jicp.v6i7.2802

Study of Digital Marketing Strategy: Case Study of SMEs in Cocoa Product Industry in West Sulawesi Province

Wahyu Maulid Adha, Anis Anshari Mas’ud, Erwin Erwin

Abstract

The purpose of this research is to examine digital marketing strategies for processed cocoa products, a leading commodity in West Sulawesi Province, Indonesia. The goal is to facilitate access to the global market through the application of digital marketing strategies, offering solutions for cocoa product entrepreneurs in West Sulawesi Province to reach a wider audience. The study was conducted in West Sulawesi Province, Indonesia, with 94 respondents from cocoa-processed product SMEs actively utilizing digital media as a marketing tool. Quantitative methods were employed, and data were collected through a survey questionnaire, which was then analyzed using structural equation modeling (SEM). The respondents were affiliated with businesses fostered by the West Sulawesi Cooperatives and SMEs Office. The results indicated that the adoption of e-commerce by Cocoa Product SMEs is an alternative solution for implementing sustainable digital marketing strategies. The findings from this study can serve as valuable input for SMEs producing processed cocoa products, enabling them to maximize the use of e-commerce to enter the global market.

Full Text:

PDF

References

Abdurakhimovna, T. S., Alzubi, M. M. S., & Aljounaidi, A. (2021). The Effect of Mediating Role for Awareness Factors on The Behavioral Intention to Use in E-commerce Services in Uzbekistan. International Journal Of All Research Writings, 3(8), 1–14. http://www.ijciras.com/Users/ManuScript/ManuScriptDetails/391c9b17-cf57-4042-a130-304d1e2eeaf7

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Awang, Z., Afthanorhan, A., & Mamat, M. (2015). The Likert scale analysis using parametric based Structural Equation Modeling ( SEM ). Computational Methods in Social Sciences, 4(1), 13–21.

Bhatti, A., & Ur Rehman, S. (2020). Perceived Benefits and Perceived Risks Effect on Online Shopping Behavior With the Mediating Role of Consumer Purchase Intention in Pakistan. International Journal of Management Studies, 26(1), 33–54. https://doi.org/10.32890/ijms.26.1.2019.10512

Bi.go.id. (2022). Profil Bisnis Usaha Mikro, Kecil Dan Menengah (Umkm). Bank Indonesia Dan LPPI, 1–135.

Bilal Ahmad, M., Fawad Ali, H., Sabir Malik, M., Humayun, A. A., & Ahmad, S. (2019). Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study. European Online Journal of Natural and Social Sciences, 8(1), 17–35. http://www.european-science.com

Doshi, P. V. (2018). Relationship of perceived ease use and perceived usefulness on usage of e-commerce site. International Journal of Academic Research and Development, 3(1), 495–498.

Gantulga, U., Sampil, B., & Davaatseren, A. (2021). Analysis of E-Commerce Adoption in Ulaanbaatar, Mongolia. Korea International Trade Research Institute, 17(1), 67–80. https://doi.org/10.16980/jitc.17.1.202102.67

Hsieh, M. Y. (2020). Interdisciplinarily exploring the most potential IoT technology determinants in the omnichannel e-commerce purchasing decision-making processes. Applied Sciences (Switzerland), 10(2), 1–22. https://doi.org/10.3390/app10020603

Mahfud, T., Triyono, M. B., Sudira, P., & Mulyani, Y. (2020). The influence of social capital and entrepreneurial strategy orientation on entrepreneurial intentions: the mediating role of psychological capital. European Research on Management and Business Economics, 26(1), 33–39. https://doi.org/10.1016/j.iedeen.2019.12.005

Mican, D., Sitar-Tăut, D. A., & Moisescu, O. I. (2020). Perceived usefulness: A silver bullet to assure user data availability for online recommendation systems. Decision Support Systems, 139(September), 113420. https://doi.org/10.1016/j.dss.2020.113420

Night, S., & Bananuka, J. (2020). The mediating role of adoption of an electronic tax system in the relationship between strategy towards electronic tax system and tax compliance. Journal of Economics, Finance and Administrative Science, 25(49), 73–88. https://doi.org/10.1108/JEFAS-07-2018-0066

Nurchayati, N., Widayati, T., Sulistiyani, Nurchayati, & Suprapti, S. (2023). Antecedents of user strategy towards e-commerce and future purchase intention. International Journal of Data and Network Science, 7(1), 505–512. https://doi.org/10.5267/j.ijdns.2022.8.007

Pratama, R. I., Megadini, D. D., & Kusriandini, T. (2019). Effect of Perceived Ease of Use, Word-of-Mouth Communication, and Brand Image on Decision to Use Lazada E-Commerce Services. International Journal of Multicultural and Multireligious Understanding, 6(1), 173. https://doi.org/10.18415/ijmmu.v6i1.533

Ramadania, S., Braridwan, Z., & Brawijaya, U. (2019). The Influence of Perceived Usefulness, Ease of Use, Strategy, Self-Efficacy, and Subjective Norms Toward Intention to Use Online Shopping. International Business and Accounting Research Journal, 3(1), 1–14. http://ibarj.com

Sousa, S., & Aspinwall, E. (2010). Development of a performance measurement framework for SMEs. Total Quality Management and Business Excellence, 21(5), 475–501. https://doi.org/10.1080/14783363.2010.481510

Su, X. (2019). An empirical study on the influencing factors of e-commerce live streaming. Proceedings - 2019 International Conference on Economic Management and Model Engineering, ICEMME 2019, 492–496. https://doi.org/10.1109/ICEMME49371.2019.00103

Sulbar.bps.go.id. (2022). BPS Provinsi Sulawesi Barat. 16, 91511.

Turkyilmaz, A., Dikhanbayeva, D., Suleiman, Z., Shaikholla, S., & Shehab, E. (2020). Industry 4.0: Challenges and opportunities for Kazakhstan SMEs. Procedia CIRP, 96(March), 213–218. https://doi.org/10.1016/j.procir.2021.01.077

Vărzaru, A. A., Bocean, C. G., Rotea, C. C., & Budică-Iacob, A. F. (2021). Assessing antecedents of behavioral intention to use mobile technologies in e-commerce. Electronics (Switzerland), 10(18). https://doi.org/10.3390/electronics10182231

Wafiyyah, R. S., & Kusumadewi, N. M. W. (2021). The Effect of Perceived Usefulness, Perceived Ease Of Use, And Trust On Repurchase Intention On E-Commerce Shopee. IJISET-International Journal of Innovative Science, Engineering & Technology, 8(7), 428–434. www.ijiset.com

Wan Zahari Wan Yusoff and Maziah Ismail. (2008). 기사 (Article) 와 안내문 (Information) [. The Eletronic Library, 34(1), 1–5.

Wang, Y. S., Tseng, T. H., Wang, Y. M., & Chu, C. W. (2020). Development and validation of an internet entrepreneurial self-efficacy scale. Internet Research, 30(2), 653–675. https://doi.org/10.1108/INTR-07-2018-0294

Wijaya, A., Awaluddin, M., & Kurniawan, A. E. (2022). The Essence of Fuel and Energy Consumptions to Stimulate MSMEs Industries and Exports: An Empirical Story for Indonesia. International Journal of Energy Economics and Policy, 12(2), 386–393. https://doi.org/10.32479/ijeep.12645

Wilson, N. (2019). the Impact of Perceived Usefulness and Perceived Ease-of-Use Toward Repurchase Intention in the Indonesian E-Commerce Industry. Jurnal Manajemen Indonesia, 19(3), 241. https://doi.org/10.25124/jmi.v19i3.2412

Wilson, N., Alvita, M., & Wibisono, J. (2021). the Effect of Perceived Ease of Use and Perceived Security Toward Satisfaction and Repurchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489

Zhang, F., & Zhu, L. (2019). Enhancing corporate sustainable development: Stakeholder pressures, organizational learning, and green innovation. Business Strategy and the Environment, 28(6), 1012–1026. https://doi.org/10.1002/bse.2298

DOI: https://doi.org/10.32535/jicp.v6i7.2802

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone: +62 341 366222
Email: journal.jicp@gmail.com
Website: http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI: Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED: