Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)

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Implementation of Digital Marketing to Improve Technopreneurship Competence and Business Sustainability on Rengginang Entrepreneurs in East Java

Authors
Wening Patmi Rahayu1, *, Djoko Dwi Kusumojanto2, Jefry Aulia Martha3, Novia Tri Hapsari4, Giarti Ningsih5
1,2,3,4,5State University of Malang, Malang, Indonesia
*Corresponding author. Email: wening.patmi.fe@um.ac.id
Corresponding Author
Wening Patmi Rahayu
Available Online 21 July 2022.
DOI
10.2991/aebmr.k.220702.034How to use a DOI?
Keywords
implementation of digital marketing; technopreneurship; business sustainability
Abstract

The purpose of this research was to determine the implementation of digital marketing to improve technopreneurship competence and business sustainability carried out by rengginang entrepreneurs in East Java. The application of digital marketing is important for rengginang entrepreneurs so that interactions between sellers and buyers can continue, especially with the current Covid-19 pandemic condition where direct interaction is very limited. In addition, product innovation is also necessary so that consumers have many choices and do not feel bored. This is done for the sake of the sustainability of the Rengginang business. This research design uses a qualitative approach and the type of research is a case study. The research data was extracted using key informants (rengginang business owners). The technique for collecting data from informants was using snowball sampling. Data analysis uses data reduction, data display, verification and concluding. Checking the validity of the data used triangulation of data sources and triangulation of methods. The results showed that the rengginang craftsmen applied digital marketing well. The use of social media in running a business has a very positive impact because it makes promotions, interactions, and many other things easier. The Rengginang business in East Java can still survive in the current Covid-19 pandemic because of the various advantages and innovations owned by the Rengginang business owner.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
21 July 2022
ISBN
10.2991/aebmr.k.220702.034
ISSN
2352-5428
DOI
10.2991/aebmr.k.220702.034How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Wening Patmi Rahayu
AU  - Djoko Dwi Kusumojanto
AU  - Jefry Aulia Martha
AU  - Novia Tri Hapsari
AU  - Giarti Ningsih
PY  - 2022
DA  - 2022/07/21
TI  - Implementation of Digital Marketing to Improve Technopreneurship Competence and Business Sustainability on Rengginang Entrepreneurs in East Java
BT  - Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
PB  - Atlantis Press
SP  - 225
EP  - 233
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220702.034
DO  - 10.2991/aebmr.k.220702.034
ID  - Rahayu2022
ER  -