| Abstrak/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. EMarketplaces 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. |
