Entrepreneurship Marketing Through the Marketplace for Sorghum Based Alternative Food
Endang Noerhartati, Nia Saurina, Herfa Maulina Dewi Soewadini, Lusy Tunik Muharlisiani, Dina Chamidah
Available Online 20 October 2020.
- https://doi.org/10.2991/assehr.k.201017.050How to use a DOI?
- Sorghum product, alternative food, entrepreneurship marketing, marketplace, market potential
- The importance of market potential in entrepreneurship activities, especially for sorghum-based new products as alternative food, one of which is through a marketplace that will determine the peak of immense sorghum market success. The purpose of the research popularizing sorghum products nationally, where the economic revival of a country is determined by how many entrepreneurs take part. The method used with the research method used secondary data from significant marketplaces in Indonesia, including “Lazada” (X1), “Shopee” (X2), “Bukalapak” (X3), and “Tokopedia” (X4), followed by statistical analysis. Observations include the type of product, benefits, price, rank, year of entry, and brand. The results showed that market place: 1) as a possible means of information for new healthy food products based on sorghum, 2) as a potential marketing tool, 3) can be used as a trigger to push upmarket segmentation, eventually enlarging the business capacity and scope of marketing.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Endang Noerhartati AU - Nia Saurina AU - Herfa Maulina Dewi Soewadini AU - Lusy Tunik Muharlisiani AU - Dina Chamidah PY - 2020 DA - 2020/10/20 TI - Entrepreneurship Marketing Through the Marketplace for Sorghum Based Alternative Food BT - International Conference on Community Development (ICCD 2020) PB - Atlantis Press SP - 225 EP - 229 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201017.050 DO - https://doi.org/10.2991/assehr.k.201017.050 ID - Noerhartati2020 ER -