MEMBANDINGKAN PEMASARAN OFFLINE DAN ONLINE DALAM MENINGKATKAN PENDAPATAN UMKM DI KASONGAN KABUPATEN BANTUL TAHUN 2020

Chasanah, Uswatun and Zuraida, Lukia and Azizah, Muidatul (2020) MEMBANDINGKAN PEMASARAN OFFLINE DAN ONLINE DALAM MENINGKATKAN PENDAPATAN UMKM DI KASONGAN KABUPATEN BANTUL TAHUN 2020. In: Seminar Nasional dan Call For Paper 2020 : “Paradigma Pengembangan Ekonomi Kreatif di Era 4.0”. STIE Widya Wiwaha, Yogyakarta, pp. 481-492. ISBN 978-602-51174-9-7

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Abstract

Transition of marketing from offline to online has a positive impact on the progress of a business, including increasing transaction ease and income levels. This study aims to evaluate the differences between offline and online marketing to increase SMEs revenue in Kasongan Bantul. This type of research was quantitative with a descriptive approach. The population in this study was 200 pottery artisans in Bangunjiwo, Bantul, while the sampling technique using purposive sampling was obtained by 66 respondents. Data sources used are primary and secondary data, while data analysis used descriptive analysis and t-test different test. The results showed as many as 31 (47.0%) respondents had opened a pottery business for 6 to 10 years, as many as 32 (48.48%) respondents staying in stores used banner and business cards and had collaborated as offline marketing media, and 24 (36.4%) respondents in December 2019 received income of Rp. 4,000,000 to Rp. 6,000,000. A total of 24 (36.4%) respondents have used online media for three years, 66 (100.0%) respondents use online media in the form of WhatsApp, 26 (39.4%) respondents have consumers who like to use WhatsApp, and as many as 33 (50.0%) of respondents had an income level in December 2019 of Rp. 4,000,000 to Rp. 6,000,000. Statistical test results obtained a p-value of 0.001 < 0.05, so there are significant differences in offline and online marketing to increase SMEs revenue in Kasongan Bantul. Keywords: Offline Marketing, Online Marketing, Revenue, SMEs

Item Type:	Book Section
Subjects:	C. Magister Manajemen > Manajemen Pemasaran
Divisions:	S2 Manajemen
Depositing User:	Library STIE Widya Wiwaha
Date Deposited:	10 Dec 2020 06:03
Last Modified:	10 Dec 2020 06:03
URI:	http://eprint.stieww.ac.id/id/eprint/1462

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