Gemas: Enhancing the Distribution of Integrated Eco-Friendly Marketing Strategies towards Digital Transformation and Global Competitiveness

• 영문명: Gemas: Enhancing the Distribution of Integrated Eco-Friendly Marketing Strategies towards Digital Transformation and Global Competitiveness
• 발행기관: 한국유통과학회
• 저자명: Diana AQMALA Febrianur Ibnu Fitroh Sukono PUTRA
• 간행물 정보: 『유통과학연구(JDS)』제22권 제5호, 39~57쪽, 전체 19쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.05.30

영문 초록

Purpose: Various policies continue to be strengthened to develop Micro, Small and Medium Enterprises (MSMEs), which have a strategic role in the economy through the pillars of corporatization, capacity and financing to support strong and inclusive economic growth. Efforts to transform MSMEs marketing strategies are undertaken through eco-friendly digitalization to increase resilience and more productive and innovative capacity. Research design, data and methodology: This research is an exploratory qualitative approach taken to investigate the transformation of eco-friendly marketing strategies for MSMEs to increase competitiveness at the global level. The samples obtained were 425 MSMEs assisted by the DKI Jakarta, Bali, Java, Borneo, and Sumatera. The data collection technique used non-probability sampling (snowball sampling). Data is analyzed through collection, reduction, analysis, validity testing, presentation and conclusion. Results: This research shows the transformation of eco-friendly digital-based MSME marketing strategies occurred through four stages, namely production and institutional activities, expanding market share, digitalization and financing, and export market access. Conclusions: Eco-friendly digital transformation allows MSMEs competencies to be refined to improve business processes and business competitiveness at the international level. The contribution of this marketing strategy transformation is expanding MSMEs access to financial institutions (fintech), marketplaces, and QRIS (QR Code Indonesian Standard) digital payments.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

References

키워드

Global Transformation Distribution Marketing Strategy Eco-Friendly Indonesian MSMEs