E-Business-Based Marketing Strategy in the Silk Fabric Industry of Non-Machine Weaving Equipment (ATBM) in Wajo Regency

Abstract

This study aims to identify and analyze e-business-based marketing strategies in the non-machine woven silk fabric industry (ATBM). This research method uses qualitative research methods. This research was conducted on nonmachine loom silk fabric entrepreneurs (ATBM) in Wajo Regency. Data collection is based on secondary primary data while the research instrument utilizes the results of previous studies sourced from journals, internet and books. Data collection techniques using observation and interviews. Based on the results of the study, it shows that in the non-machine weaving tool (ATBM) silk fabric industry, there are activities or stages carried out by entrepreneurs on ATBM silk fabrics, namely, e-product, e-production, e-procument, e-payment, e-commerce. commerce, and e-finance that have a positive impact on the marketing of ATBM silk fabrics in Wajo Regency.