Dampak Pengembangan Pemasaran Digital Pada Startup’s (Studi Kasus Pada Wirausaha Baru)

Abstract

This study aims to reveal the impact of digital marketing management on start -up. The study is a case study in an effort to show how the actual impact of digital marketing on start-ups. This research is a qualitative research with etnometodology approach. The study was conducted by direct observation and in-depth interviews on the new entrepreneurial community that became the vendor in the start-up of e-commerce at the Faculty of Economics, University of Nusantara PGRI Kediri. Informants selected with criterion 5 R. Observation itself is done when the transaction use of digital marketing application which then conducted an open interview to reveal the impact of management of digital marketing. The results of these observations and in-depth interviews in this study indicate that the management impact of digital marketing on start-up does increase start-up revenue but because the lack of ability to provide content and respond quickly to content that has been provided makes new entrepreneurs (startup) have not gained the most from the management of digital marketing. Keywords: Digital Marketing, Start -up, e -commerce Abstrak Penelitian ini bertujuan untuk mengungkap dampak pengelolaan pemasaran digital pada start -up. Penelitian merupakan studi kasus dalam upaya menunjukkan bagaimana sebenarnya dampak pemasaran digital pada para start-up. Penelitian ini merupakan penelitian kualitatif dengan pendekatan etnometodologi. Penelitian dilakukan dengan cara pengamatan langsung dan wawancara mendalam pada komunitas wirausaha baru yang menjadi vendor dalam start-up e-commerce di Fakultas Ekonomi Universitas Nusantara PGRI Kediri. Informan dipilih dengan kriteria 5 R. Pengamatan sendiri dilakukan pada saat terjadi transaksi penggunaan aplikasi digital marketing yang selanjutnya dilakukan wawancara terbuka untuk mengungkapkan dampak pengelolaan digital marketing. Hasil dari pengamatan dan wawancara mendalam pada penelitian ini menunjukkan bahwa dampak pengelolaan dari digital marketing pada start -up memang meningkatkan pendapatan start -up namun karena kurangnya kemampuan menyediakan konten dan merespon cepat atas konten -konten yang sudah disediakan menjadikan para wirausaha baru (start-up) belum mendapatkan hasil maksimal dari pengelolaan digital marketing tersebut.

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