JOSR: Journal of Social Research

November 2022, 1 (12), 485-490

p-ISSN: 2827-9832 e-ISSN: xxxx-xxxx

Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr

http://ijsr.internationaljournallabs.com/index.php/ijsr

E-COMMERCE STRATEGY TO INCREASE SALES

TURNOVER (STUDY ON SMEs MASABIL MALANG)

Novita Rifaul Kirom

,Nova Dwi Hernanik

Lecturer at Universitas Wisnuwardhana Malang, Indonesia

1,2

novitakirom04@gmail.com

Abstrak (indonesia)

Received:

Revised :

Accepted:

27 Oktober

2022

31 Oktober

2022

01 November

2022

Latar Belakang: Kabupaten Malang merupakan

sebuah kabupaten di provinsi Jawa Timur dengan luas

wilayah terluas kedua dan kabupaten dengan jumlah

penduduk terbesar di Jawa Timur (Wikipedia.com).

Tujuan: Untuk menganalisis kemampuan UKM

Masabil Malang dalam hal teknologi khususnya e-

commerce

Metode: Yang membedakan bentuk bisnis ini dengan

bentuk iklan baris adalah selain menawarkan tempat

sebagai media untuk mempromosikan barang

dagangannya, E-commerce juga menyediakan

layanan metode pembayaran untuk transaksi online.

Hasil: Hasil penelitian berupa jawaban wawancara

dengan informan mengenai faktor-faktor yang

menjadi strategi pemasaran produk untuk

meningkatkan omzet penjualan. Dari hasil wawancara

dengan 4 subjek diketahui bahwa faktor produk

menjadi faktor pendorong peningkatan omzet

penjualan.

Kesimpulan: Masabil adalah produsen makanan

yang menjual produknya secara offline dan online.

Untuk lokasi Masabil berada di Kecamatan Turen,

Kabupaten Malang. Penelitian ini menemukan

beberapa faktor dalam penerapan strategi pemasaran

produk melalui e-commerce untuk meningkatkan

omzet penjualan pada UKM Masabil Turen Malang.

Strategi pemasarannya adalah Product, Price, Place,

dan Promotion.

Kata kunci: e-commerce; peningkatan omset;

Novita Rifaul Kirom

,Nova Dwi Hernanik

/ JOSR: Journal of Social Research, 1(12),

485-490

E-Commerce Strategy To Increase Sales Turnover (Study On Smes Masabil

Malang)

486

strategi pasar UMKM

Abstract (English)

Background: Malang Regency is a district in East

Java province with the second largest area and the

district with the largest population in East Java

(Wikipedia.com).

Objective: To analyze the ability of UKM Masabil

Malang in terms of technology, especially e-

commerce

Methods: What distinguishes this form of business

from classified advertising is that apart from

offering a place as a medium to promote its wares,

E-commerce also provides payment method services

for online transactions.

Results: The results of the research are in the form

of answers to interviews with informants regarding

the factors that become product marketing strategies

to increase sales turnover. From the results of

interviews with 4 subjects, it is known that the

product factor is the driving factor for increasing

sales turnover.

Conslusion: Masabil is a food manufacturer that

sells its products offline and online. The Masabil

location is in Turen District, Malang Regency. This

study found several factors in the application of

product marketing strategies through e-commerce to

increase sales turnover in Masabil Turen Malang

SMEs. The marketing strategy is Product, Price,

Place, and Promotion.

Keywords: e-commerce; increasing turnover;

MSME market strategy

*Correspondent Author : Novita Rifaul Kirom

Email : novitakirom04@gmail.com

Novita Rifaul Kirom

,Nova Dwi Hernanik

/ JOSR: Journal of Social Research, 1(12),

485-490

E-Commerce Strategy To Increase Sales Turnover (Study On Smes Masabil

Malang)

487

BACKGROUND

The use of information and communication technology in the field of

commerce has grown very rapidly through a number of very significant changes

in the form of digitalization, capital mobility and liberalization (Alhempi &

Harianto, 2013). All business transaction mechanisms and processes can take

place online, making it easier to process payment transactions both domestically

and abroad. Business expansion becomes more flexible, reaches a wider target

market, cheaper and interactive promotional media, clear transparency of

operational costs, digitizes products/services, streamlines distribution systems,

provides convenience for commercial transactions across cultural and national

boundaries at a relatively more effective cost , E-Commerce is an important

means of disseminating information about various unique products and

expanding the market share area with the aim of achieving more competitive and

global profits and competitiveness. E-Commerce is one of the industries that is

currently being discussed. The growth of e-commerce is considered quite good

and can help MSMEs to increase their turnover and sales. Especially during a

pandemic like this where many people don't travel to buy goods but only buy via

online (Reddy et al., 2013).

Malang Regency is a district in East Java province with the second largest

area and the district with the largest population in East Java (Wikipedia.com).

Malang Regency is also famous for education, tourism, and MSMEs. Therefore,

the existence of MSMEs is growing rapidly, there are a lot of MSME activities,

one of which is MSME Masabil which is located in Sananrejo village, Turen sub-

district, Malang Regency, which processes sweet potatoes into carang mas

snacks. These efforts have the potential for development in terms of quality,

quantity, packaging and marketing.

Internet technology can be used as an effective marketing medium, with a

very wide reach that is not limited by space and time. Therefore, small and

medium business actors must use it as a means to increase market reach, both

nationally and internationally (Djamaludin, et al, 2016). Meanwhile, according to

Nuryati (2013) in the era of globalization information moves very quickly and

becomes a business actor to win the competition. The internet through e-

commerce opens up opportunities for micro, small and medium enterprises

(MSMEs) to market and grow business networks in all parts of the business

world. For this reason, MSME actors are required to be part of the global

community by utilizing information technology through E-commerce, otherwise

they will be left behind and lost in trade competition. In line with the results of

research by Mujiyana (2012) marketing through the internet has a positive effect

on information processing. This indicates that promotional activities for a product

will be more optimal if the advertising program carried out on internet media is

Novita Rifaul Kirom

,Nova Dwi Hernanik

/ JOSR: Journal of Social Research, 1(12),

485-490

E-Commerce Strategy To Increase Sales Turnover (Study On Smes Masabil

Malang)

488

also accompanied by high marketing through e-mail, then the processing of

consumer information will be better (Dwivedi, 2004).

Based on the above background, the title is taken "E-commerce strategy to

increase sales turnover (study on MSME Masabil Malang)" Based on the above

phenomenon, it has the following objectives: To analyze the ability of Masabil

Malang SMEs in terms of technology, especially e-commerce, To analyze the

innovations and sales strategies carried out by Masabil Malang SMEs, To analyze

the increase in sales turnover with e-commerce.

RESEARCH METHODS

In this study, it is a qualitative descriptive approach which according to

Leksono (2013:14) qualitative economic research is an effort to identify an

economic phenomenon, not just a set of statement descriptions of notations,

connotations and descriptive denotations. But cognitively, affectively and

psychomotor much deeper than that. According to Bogdan and Taylor (in

Leksono, 2013) qualitative research is a research procedure that produces

descriptive data in the form of written or spoken words from the observed

behavior. The researcher uses a qualitative descriptive method because the

researcher wants to describe the object under study in accordance with the actual

situation at the time the research took place (Leksono, 2013).

There are two sources of data in this study, namely primary and secondary,

where the primary is obtained from observations, interviews, documentation and

field notes. While secondary data were obtained from books and journals that

were relevant to this research. In this study there were also two informants,

namely key informants consisting of the owner of the business and supporting

informants, namely employees, suppliers and consumers.

RESULTS AND DISCUSSION

The results of the research are in the form of answers to interviews with

informants regarding the factors that become product marketing strategies to

increase sales turnover. From the results of interviews with 4 subjects it was found

that the product factor was a driving factor for increasing sales turnover. Masabil

is a food manufacturer that sells its products offline and online. For the location of

Masabil, it is in the Turen sub-district, Malang Regency. This study found several

factors in implementing product marketing strategies through e-commerce to

increase sales turnover at Masabil Turen Malang SMEs. The marketing strategies

are Product, price, place, and Promotion.

ProductIn the strategy implemented by Masabil, there are two factors,

namely product quality and product type. The product quality applied has its own

advantages, namely by providing goods facilities that are in accordance with good

Novita Rifaul Kirom

,Nova Dwi Hernanik

/ JOSR: Journal of Social Research, 1(12),

485-490

E-Commerce Strategy To Increase Sales Turnover (Study On Smes Masabil

Malang)

489

and selected raw materials. With this, it is hoped that consumers will not be

disappointed when the product has been received by consumers. So what is

expected is consumer satisfaction and loyalty from consumers which will increase

sales from Masabil SMEs. Meanwhile, another factor of the product is the variety

of product types, including the size of the product and the taste of the product. At

MSME Masabil, there are superior products that can increase consumer buying

interest, namely processed products from sweet potatoes.

Price(price) in the marketing strategy applied by Masabil SMEs, there are

factors that influence, namely price determination. Consumers will be given lower

prices when making purchases in large quantities, this is related to wholesale

pricing. With this, most consumers choose to buy in large quantities to get the

wholesale price. This turned out to be able to increase the number or sales

turnover of Masabil SMEs. Promotion(Promotion) in the marketing strategy

implemented by Masabil MSMEs, namely marketing by utilizing social media

(WA, Instagram, Facebook, etc.) and joining market places (Shopee, Tokopedia,

etc.). By doing promotions by utilizing social media, UMKM Masabil

CONCLUSION

Based on research conducted at Masabil SMEs, the following conclusions

can be drawn. The product in the strategy implemented by Masabil has two

factors, namely product quality and product type. The product quality applied has

its own advantages, namely by providing goods facilities that are in accordance

with good and selected raw materials. With this, it is hoped that consumers will

not be disappointed when the product has been received by consumers. So what is

expected is consumer satisfaction and loyalty from consumers which will increase

sales from Masabil SMEs.

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Nasution, Muhammad Irfan, Prayogi, Muhammad Andi, & Nasution, Satria Mirsya

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Novita Rifaul Kirom

,Nova Dwi Hernanik

/ JOSR: Journal of Social Research, 1(12),

485-490

E-Commerce Strategy To Increase Sales Turnover (Study On Smes Masabil

Malang)

490

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