Potensi Pemasaran Kewirausahaan Mandiri Pada Konsumen 'Second Screen Behaviour (original) (raw)

2017, National Seminar on Small Medium Enterprises

This paper provides a description of the massive development of digital technology that has changed many patterns of community life, including selfmarketing entrepreneurship/ SMEs. The original marketing pattern is synonymous with the enormous cost of promotion. Now marketing of the various products and services is becoming much more effective and efficient with the huge contribution of social media, marketplace apps, online stores and so on. The consumer patterns were changed; initially conservative in picking and purchasing goods shifting from a 'see-ask-choose' behavior to windows shopping ending with a fastpaced and practical purchase via online by second screen behavior type of consumers. Quantitative research with a questionnaire instrument involving 122 respondents who are consumers of local entrepreneurship products and services proves that the Z generation dominates the occurrence of modern marketing efficiency by utilizing the double screen check pattern of consumer behavior based 'second screen behavior' information. This phenomenon is predicted to continue to grow and change the pattern of entrepreneurial self-marketing into a global level.

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