FUNNELING STRATEGY OF DIGITAL MARKETING FOR DEVELOP INCUBATOR BUSINESS ECOSYSTEM MSEs IN CIREBON CITY
Alif Ringga Persada, Hari Mulyadi, Suryana, Chairul Furqon

Indonesia University of Education

Abstract

The increasing use of the internet and social media in Indonesia has driven the importance of optimal utilization of digital marketing to enhance sales. Although micro, small, and medium enterprises (MSMEs) have relatively small sizes, they play a crucial role in advancing Indonesia^s economy. Digital marketing through social media provides complex information in the form of analyzable metrics to improve marketing efforts. The primary objective of marketing is to increase the likelihood of people purchasing a product or recommending it to others. To achieve this goal, it is important to establish good relationships among the elements within the business ecosystem, including large companies, startups, MSMEs, suppliers, distributors, customers, and other stakeholders.
In order to create a healthy, cooperative, competitive, and mutually beneficial business ecosystem, the presence of a business incubator that provides resources, mentorship, training, networking, and a supportive environment is necessary. This research was conducted using a survey method with a sectional approach, involving a sample of 38 MSMEs in the city of Cirebon. Currently, word-of-mouth marketing strategies are no longer effective for MSMEs, thus requiring strategies to create a creative community. MSMEs have expressed their readiness to compete in the era of digital marketing.

Keywords: Funneling Strategy, Digital Marketing, MSMEs, Incubator Business Ecosystem.

Topic: Strategic Management, Entrepreneurship