Analysis and Design Marketing Information System to Improve Competitive Advantage in East Java SMEs

Abstract

The existence of Micro, Small and Medium Enterprises ( SMEs ) have a very important role in the economic structure of a country , including Indonesia . SMEs can be regarded as a business sector that is elastic because it can move and survive in the midst of turmoil and economic crisis. However, SMEs also have some problems in the development of its business in the midst of intense competition not only with the products of the domestic, but also from the invasion of the products from abroad . This study aims to determine the problems experienced by the SMEs in the area of Sidoarjo and Pasuruan , East Java, Indonesia especially in the marketing activities . Based on the existing conditions in the field, can be determined appropriate marketing information system to be applied to support the marketing activities of SMEs in Pasuruan and Siodarjo. The method used is action research by taking a sample of 39 leading SMEs in Sidoarjo and Pasuruan as informants. The results of this study found several factors that cause the problems that arise in the SMEs. The solution offered is to design a marketing information system based on SMS ( Short Message Service ) Gate Way or called mobile marketing . The consideration is choosing this technology because the technology by using mobile tools tend to be more applicable to SMEs and are user friendly.

Keywords: SMEs, Marketing Information System, Competitive Advantage, SMS Gate Way