Marketing Strategy of Small and Medium Enterprises (MSMES) Through Instagram in the Marketing Era 4.0
The purpose of this research is to understand and describe how the marketing strategy of MSMEs via Instagram in the Marketing 4.0 era. The data collection technique used was in-depth interviews with the owner of Zeen Shake and its customers as many as 70 people. The selection of informants was carried out by a purposive sampling method and the data collected were analyzed using the Nvivo software version 12. The results of this study showed that Zeen Shake carried out a marketing strategy on Instagram by uploading photos and providing information in captions, providing promos on certain days, and also upload testimonials from consumers. Besides, researchers got new findings, namely Zeen Shake also markets its products through the mouth to mouth marketing or Word of Mouth Marketing (WOMM). In the current era of Marketing 4.0, a new customer path was found (New Customer Path), from 4A (Aware, Attitude, Ask, Act Again) to 5A (Aware, Appeal, Ask, Act, Advocate). This happens because of the use of technology which causes all people to connect with one another.
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2019). Penetrasi & Profil Perilaku Pengguna Internet Indonesia Tahun 2018.
Creswell, J. W. (2013). Research Design, Qualitative, Quantitative, and Mixed Method Approaches (4th ed.). London: Sage.
Deekshith, D., & Kinslin, D. (2016). A study on digital marketing and its impact. Journal of Chemical and Pharmaceutical Sciences, 9(4).
Ghozali, I. (2013). Desain Penelitian Kuantitatif dan Kualitatif. Semarang: Yoga Pratama.
Kartajaya, H. (2018). Citizen 4.0. Gramedia Pustaka Utama.
Kasali, R. (2017). Disruption. Jakarta: Gramedia.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from Traditional to Digital. In Asian Competitors, 99(123).
Kotler, P., & Keller, K. L. (2008). Manajemen pemasaran (13th ed.). Jakarta: Erlangga.
Made Febri Purnama Sari, D., & Gede Sri Dwiya, K. (2018). Strategi Digital Marketing, Word of Mouth (Wom), Service Quality Terhadap Keputusan Pemakaian Jasa Go-Jek. Journal Ilmiah Manajemen & Bisnis, 3(2).
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (III). Los Angeles: Sage Publication, Inc.
Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5).
Morris, N. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Journal of Direct, Data and Digital Marketing Practice, 10(4).
Pratiwi, Y. R., & Lubis, E. E. (2017). Pengaruh Word of Mouth Communication terhadap Keputusan Pembelian pada Boardgame Lounge Smart Cafe Pekanbaru. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik, 4(1).
Putri, L. P. I. K. (2019). Perilaku Konsumen Pengguna Instagram di Era Marketing 4.0. Jurnal Manajemen Bisnis, 16(4).
Sholihin, R. (2019). Digital Marketing di era 4.0 (A. Ishartadi, Ed.). Yogyakarta: Quadrant.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). ffectiveness of Digital Marketing in the Challenging Age: An Empirical Study. The International Journal of Management Science and Business Administration, 1(5).
Copyright (c) 2021 Jurnal Ekonomi & Bisnis JAGADITHA
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).