Marketing Analysis for E-Commerce Improvement In Small and Medium Enterprise of Batik Using E-Commerce Marketing Mix Model

11th Curtin University Technology, Science and Engineering (CUTSE) International Conference

工业技术（总论）

Ghiffarin, Adnan Rifqy^1 ; Priyandari, Yusuf^1 ; Liquiddanu, Eko^1

Department of Industrial Engineering, Sebelas Maret University, Jl. Ir. Sutami 36A, Surakarta

57126, Indonesia^1

关键词: Business networks;    Commodity prices;    Marketing analysis;    Marketing mix;    Shipping cost;    Small and medium enterprise;    Temporal dynamics;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/495/1/012044/pdf
DOI  :  10.1088/1757-899X/495/1/012044

学科分类：工业工程学

来源: IOP

【 摘 要 】

E-commerce through internet opens opportunities for small and medium enterprises (SMEs) to market and expand business networks, not least for SMEs of Batik in Surakarta. Besides, e-commerce emerges marketing-mix model which it is different than as usual. Even most of the SMEs have use e-commerce, there is no information about performance of the SMEs on utilize e-commerce. Because of that, this study aims to analyze the use of e-commerce from the SMEs using the e-commerce marketing mix model. The model measures elements of e-commerce marketing-mix with two indicators, namely level of importance and performance of the SMEs. This research shows that there are gaps between the level of importance and the performance of the SMEs on utilize e-commerce. The highest gap is on the information about the shipping costs element, and it is followed by the temporal dynamics of commodity price changes element. Based on that, a events calendar is built as a recommendation for the SMEs to improve their e-commerce performance. The result of this research also will be used for Regional Industry and Trade Office of Surakarta City for arrange improvement program for the SMEs.