Marketing Strategies Model with E-Commerce in Improving Market Area of SMEs in Rural District Ciamis, West Java Province, Indonesia

Apri Budianto, Aini Kusniawati


The purpose of this study was to determine the model of marketing strategy with e-commerce to improve the SMEs market in a rural area. This objective is achieved by the Research and Development where researchers participating in the activities. The results showed that the total SMEs in Ciamis regency as many as 13,127 consisting of micro-enterprises 10 426 units (79.42%), small businesses 1,875 units (14.28%), and medium-sized businesses 826 unit (6.29%). The number of SMEs in Ciamis regency many as 1,248 units consisting of 963 units of small-sized businesses and 285 units of medium-sized businesses. Small-sized businesses dominated in District of Banjarsari (97 units), followed by the District of Panumbangan (73 units). Medium-sized business dominated in the District of Sadananya (124 units), followed by the District of Banjarsari (45 units). The marketing area of SMEs in the district of Ciamis include 96.47% local marketing, 3.41% regional marketing, 0.11% national marketing, and 0.02% international marketing. Local marketing is dominated by SMEs which are in District of Ciamis (1209 units) and the District of Cipaku (1076 units), regional marketing is dominated by SMEs which are in District of Sadananya (71 units) and the District of Lakbok (38 units), the national marketing is dominated by SMEs which are in District of Cipaku and Panumbangan, and international marketing undertaken by SMEs located in the District of Rancah and Purwadadi. That the lack of funding, human resources, and competencies, the marketing model is most suitable for SMEs in Ciamis regency is optimizing Search Engine, Youtube marketing, Fan Page and social media (Facebook, Twitter, Blackberry Messenger, Line, Whatsapp , G +, Instagram).

Keywords: Model Strategies Marketing, e-Commerce, Market Size, SMEs

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