Strategi Digital Branding Untuk Meningkatkan Penjualan Umkm Indonesia (original) (raw)

National Conference on Applied Business, Education, & Technology (NCABET)

This is the time for us to see the positive side caused by pandemic. Even though not everybody agrees to this, the pandemic going on not only in Indonesia but also in all over the world has given us a chance for ‘adaptation’ over changes in business. Nowadays, business concept is not only affected by markets, companies, competitors but also by changes. Every individual, even a big company must acknowledge this. In order to maintain the side of people’s ‘economy’, various studies reviewing alternatives for good marketing strategies have been carried out. These studies are especially aimed at Small and Medium Enterprises (SMEs). This is because SMEs have been the part of creative economy. Based on these circumstances, the researcher was encouraged to study which strategy of digital branding dominantly carried out by the SME players. This research applied factor analysis to find out the basic attribute grounding SME players to survive their businesses, which were initiated either befor...