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Influence and Application of Digital Marketing in Improving Startup Branding in Tasikmalaya City
Ismail Yusuf, Ghia Gaida Kanita

Universitas Pendidikan Indonesia


The startup business in Indonesia is starting to become a trend and has been loved by millennials for the past five years. Many startups then continue to grow and develop into large companies that inspire millennials to try similar businesses. This is influenced by the rapid development of technology which makes it easier for everyone to open a business. However, many of the startup businesses have difficulty marketing their products or services due to a lack of understanding about effective marketing methods. At present one of the marketing methods that are often used by startup businesses is through digital marketing. Digital marketing is an alternative for new startups because of limited promotional budgets. The use of social media and the right website is an alternative that can be used to create an image, attachment and even sales for new pilot businesses. There is a change in marketing style that was originally conventional (offline) to digital (online). The concept of digital marketing for business people is that they can market their products from anywhere and anytime through the internet. However, to be able to optimize digital marketing, an effective marketing communication strategy is needed by new pilot businesses in marketing their products or services. The purpose of this study is to find out how the digital marketing communication strategy is carried out by new pilot businesses in marketing their products or services. In addition, the researcher also knows how the obstacles and benefits of implementing digital marketing for new pilot businesses in the city of Tasikmalaya. This study uses a descriptive quantitative method, the data is collected through an interview process using a closed questionnaire to new pilot businesses in the city of Tasikmalaya.

Keywords: Digital marketing, startup, Tasikmalaya

Topic: Strategic Management, Entrepreneurship and Contemporary Issues


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Ismail Yusuf)

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