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Digital Marketing Strategy Based on User Experience to Increase User Growth and Engagement Start-Up in Tasikmalaya
Adam Hermawan, S.Kom., MBA (a*), Syti Sarah Maesaroh S.P.,M.M (b), Btari Mariska Purwaamijaya, S.H., M.M (b)

Digital Business, Universitas Pendidikan Indonesia


The era of the Industrial Revolution 4.0 has almost been felt at this time. The era was marked by the use of digital technology that encouraged automation and data exchange in manufacturing technology. This era often raises concerns for many parties about human work that will be replaced by the latest technology. Even so, when more and more new digital-based businesses are emerging that are opening up new jobs, this new digital-based business is often referred to as Startup. Startup is a term or term for entrepreneurs who are starting a business in the digital field. In starting a digital business, you must have the ability in the IT field. There are many services offered, such as website creation, software, mobile applications, and others. Startup prioritizes interesting and creative content so that people are interested. To get started, startups need to think about strategies. The strategy itself is in the form of an action plan to achieve the desired goals, and it is suggested that these objectives must be measured properly. For example: through a digital marketing campaign that runs for 2 months, startups want to produce a trial trial increase of products by 15%. But the strategy will also depend on the scale of the business. At the startup level, having focused and simple goals is highly recommended. Even in the implementation of the pioneering Start-up, now it must be more responsive to users or consumers. This is referred to as User Experience. User experience is the attitude, behavior and emotions of users when using a product, system or service. This experience involves individual perceptions related to perceived benefits, the convenience obtained. User experience is very dynamic, over time the user perceived perceptions can change with changing environments, habits and values.

Keywords: Marketing, Digital Marketing, Social Media, Technology, Technopreneur, Startup

Topic: Innovation, IT, Operations and Supply Chain Management


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

Plain Format | Corresponding Author (Adam Hermawan)

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