ARTICLE | doi:10.20944/preprints202303.0245.v1
Subject: Business, Economics And Management, Marketing Keywords: Personalized Marketing; Loyalty; MSMEs
Online: 14 March 2023 (04:15:55 CET)
MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.
ARTICLE | doi:10.20944/preprints202103.0569.v1
Subject: Engineering, Energy And Fuel Technology Keywords: COVID-19; greenhouse; MSMEs; renewable energy; solar energy
Online: 23 March 2021 (12:50:36 CET)
This study aimed to focus on how to design a low-cost greenhouse for the cultivation of crops, to propose the cost-effectiveness analysis of small agribusiness, and to promote sustainable agricultural production during and after the COVID-19 crisis for helping grassroots and anyone who lost their job. This article is qualitative engineering research, studying of literature reviews of greenhouse farming concept and Micro, Small and Medium Enterprises, then, designing low-cost greenhouse model which was preliminarily adapted for hot climate countries. Three plants that were selected as representative plants of this model include sunflower, water spinach, and wheat. The greenhouse model, measuring 5 x 7 x 4 m (W x L x H), was designed for this mission. The total cost of one building is approximately 97,994 THB. For the worthiness of the investment, farmers should build at least three greenhouse buildings, which will return total income to farmers approximately 34,666.09 THB per month. The suggestion includes further knowledge and financial supports from the government sectors among farmers, then, boost them up using high-level technology and also planting high-price agribusiness production to promote the local economy to be strong and sustainable.
ARTICLE | doi:10.20944/preprints202305.0274.v1
Subject: Business, Economics And Management, Marketing Keywords: Marketing Communication; Islamic Financial Literacy; Islamic Financial Inclusion; MSMEs Performance
Online: 5 May 2023 (02:33:13 CEST)
Development of Halal Tourism in Indonesia is the focus of the Indonesian government and MSMEs have an important role in supporting the development of halal tourism in Indonesia. This study aims to examine the relationship between marketing communication and Islamic financial literacy on Islamic financial inclusion and MSMEs performance in the halal tourism sector. A covariance-based SEM technique utilizing LISREL software was used to analyze the data from this investigation. Non-probability sampling was employed to collect the data, and the sample consists of 152 halal tourism entrepreneurs. We find that positive and significant association between Islamic financial inclusion and business performance. We also find that there are a positive and significant association between Islamic Financial Literacy and Islamic Financial Inclusion. Marketing communication and Islamic financial inlcuon a positive relationship but insignificant. This studi implies that to establish a halal tourist ecosystem for long-term development in Indonesia, commercial actors must lend their full support. This study demonstrates that they can thrive when MSMEs in the halal tourist ecosystem are backed by Islamic banking and Islamic rural banks. As a result, a more accommodating approach from Islamic banking is required to provide access to halal finance for business actors in Indonesia’s halal tourism ecosystem.
ARTICLE | doi:10.20944/preprints202108.0025.v1
Subject: Business, Economics And Management, Marketing Keywords: Cross border electroniceletronic commerce(CBEC); Export Marketing Strategy(EMS); Marketing Mix; Micro, Small and Medium sized enterprise(MSMEs); Aid for Trade; Micro Entrepreneur
Online: 2 August 2021 (12:07:48 CEST)
Cross-border e-commerce is an opportunity for micro, small and medium sized enterprise (MSMEs) in developing countries. Based on a resource-based approach, this research studied how to support resource lacking enterprises with export marketing strategy. It dealt with actual business cases of Mongolian entrepreneurs trying to export Mongolian products to Korean market. Multiple source data including interviews, internal documents, and group discussions, were matched with theories to come up with strategies and validated by supporting organizations in Mongolia and Korea. The research suggests that MSMEs should rely on third party digital platforms rather than setting up their own. For product strtategy of the marketing mix, sellecting competitive product categories and supporting them adjusting to foreign markets and quality assurance is needed. For price strategy, loccally high priced products should use a price penetration strategy with a lower price compared to competing foreign products. For place strategy, supporting organizations should partner with exporters for collective delivery. For promotion strategy, they need to support the capacity of MSMEs enabling them to use digital marketing tools effectivly. These strategies were validated and adopted by supporting organizations in Monglia and Korea.