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Learning From Others: Anticipating E-Marketing Strategies for Small Businesses

Learning From Others: Anticipating E-Marketing Strategies for Small Businesses
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Author(s): Hasrini Sari (Institut Teknologi Bandung, Indonesia), Dedy Chandra Haludin (Universitas Muhammadiyah Bandung, Indonesia), Tota Simatupang (Institut Teknologi Bandung, Indonesia) and Budhi Prihartono (Institut Teknologi Bandung, Indonesia)
Copyright: 2021
Pages: 19
Source title: Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN
Source Author(s)/Editor(s): Mohammad Nabil Almunawar (Universiti Brunei Darussalam, Brunei), Muhammad Anshari Ali (Universiti Brunei Darussalam, Brunei) and Syamimi Ariff Lim (Universiti Brunei Darussalam, Brunei)
DOI: 10.4018/978-1-7998-4984-1.ch005


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This research is intended to identify successful organizational e-marketing strategies in order to assist small businesses in proactively formulating their marketing strategies. The use of a sequential explanatory research design is intended to accommodate the exploratory nature of the research and confirmatory for initial findings simultaneously. At the qualitative method, data is collected using semi-structured interviews to four owners of small fashion businesses at the success stage and already use e-marketing. The question outline has been prepared based on the marketing mix framework. The result of the qualitative data processing reveals 40 factors considered important in running a small business. A quantitative method to determine the level of importance of each factor is conducted using Analytical Hierarchy Process (AHP). The questionnaire is designed to collect the paired comparison data. Promotion strategy is placed at the highest priority, followed by product, place, and price.

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