Marketing Analysis Strategy for Agans Culinario
Keywords:
Digital Marketing, Business Continuity, Smes, Social Media, Consumer BehaviorAbstract
This community research aims to investigates the challenges faced by PT Agans Culinario in their business operations, particularly related to ineffective digital marketing strategies leading to temporary business cessation. The study aims to provide recommendations for improving digital marketing effectiveness and business continuity. The community service’s team method of study involves a comprehensive literature review on digital marketing, SMEs, promotion, social media, and consumer behavior. By analyzing these key areas, the study aims to propose solutions to enhance Agans Culinario's digital marketing strategies and overall business performance. The findings of the community service activities highlight the critical role of digital marketing in the success of Small and Medium Enterprises (SMEs) and emphasize the need for strategic digital marketing implementation. The research outcomes aim to assist SMEs in leveraging digital marketing tools to increase market share and engage with consumers effectively.
Downloads
References
[1] Absah, Y., Sadalia, I., & Juliaty, T. (2021). Analysis of Business Strategy of MSMEs in Medan City in the New Normal. In Advances in Economics, Business and Management Research, Volume 210, Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021).
[2] Sasmita, R., Batubara, C., & Kamilah. (n.d.). Analysis of MSMEs Growth Post Pandemic COVID-19 in Medan. Volume 07, Journal of Humanities and Social Studies.
[3] Fitrawaty, & Maipita, I. (2021). Analysis of the Role of Micro Small and Medium Enterprises in the National Economic Recovery Policy During the Covid 19 Pandemic. In Advances in Economics, Business and Management Research, Volume 204, Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and Education (ICoSIEBE 2021).
[4] Limanseto, H. (2022). Coordinating Minister Airlangga: Government Continues to Encourage Strengthening Economic Foundations by Establishing Digital Transformation of MSMEs as One of the Priorities. Coordinating Ministry for Economic Affairs. Retrieved from https://ekon.go.id/publikasi/detail/4065/coordinating-minister-airlangga-government-continues-to-encourage-strengthening-economic-foundations-by-establishing-digital-transformation-of-msmes-as-one-of-the-priorities
[5] Daryanto, 2011. Manajemen Pemasaran. Cetekan 1. Bandung : Satu Nusa
[6] Kotler, Philip & Kevin Lane Keller. 2008. Manajemen Pemasaran, Terjemahan : Bob Sabran. Edisi 13 Jilid 1. Erlangga, Jakarta.
[7] Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59.
[8] Kemp, S. (2023, January 26). Digital 2023: Global Overview Report. Retrieved from https://datareportal.com/reports/digital-2023-global-overview-report
[9] Priambada, S. (2015). Manfaat Penggunaan Media Sosial pada Usaha Kecil Menengah (UKM). Seminar Nasional Sistem Informasi Indonesia.
[10] Neti, S. (2011, July). Social media and its role in marketing. International journal of enterprise computing and business systems, volume 1, issue 2. Retrieved from http://www.ijecbs.com/July2011/13.pdf
[11] Kelly, et al, 2010. Avoidance of advertising in social networking sites: the teenage perspective. J. Interact. Advert. 10 (2), 16–27.
[12] Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. United States of America: Library of Congress Cataloging-in-Publication Data.
[13] Taherdoost, H. (2019). Data Collection Methods and Tools for Research: A Step-by-Step Guide to Choose Data Collection Technique for Academic and Business Research Projects. Volume 10. International Journal of Academic Research in Management (IJARM)
Downloads
Published
Issue
Section
License
Copyright (c) 2025 COSTA : Community Service and Outreach
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
