Implementation of Digital Marketing to Improve Technopreneurship Competence and Business Sustainability on Rengginang Entrepreneurs in East Java
- 10.2991/aebmr.k.220702.034How to use a DOI?
- implementation of digital marketing; technopreneurship; business sustainability
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.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
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Cite this article
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 -