EFFECT OF E-MARKETING MIX BASED ON E-MARKETPLACE ON MARKETING PERFORMANCE OF FOOD MSMES

Abstract

Electronic marketplace (E-marketplace) provides a new paradigm for every business organization in managing its business, including food MSMEs. The dominance of the marketing function, which was originally just a marketing mix in traditional marketing, has turned into relationship marketing supported by e-marketing mix activities. This study aims to determine the effect of the e-marketing mix (product, price, place, promotion, people, process) on the marketing performance of food MSMEs through the e-marketplace. E-Marketplaces selected as sample areas were Tokopedia, Shopee, Bukalapak. Respondents who were sampled were MSMEs that sell snack products in the E-Marketplace with a total of 135 respondents. The analysis technique used in this research is Structural Equation Modeling (SEM). The total indicators measured in the model are 23 indicators. The results showed that among the six e-marketing mix variables, place and people variables had a significant effect on marketing performance. Therefore, to produce high marketing performance in e-marketplaces, food MSMEs can prioritize the implementation of “place” strategies, namely maintaining product stock, selecting the right keywords/search words, complete delivery and payment support, including the Cash on Delivery option for consumers, as well as “people” strategies such as responding quickly to customer inquiries, high concern for customer complaints, and personal selling.

Keywords

• e-marketplace
• e-marketing mix
• food msmes
• marketing performance
• sem