Received:
2019-09-10 | Accepted:
2019-10-19 | Published:
2019-12-15
Title
Strategic policies for small and medium businesses in marketing through e-commerce
Abstract
Previous literature on the Theory of Planned Behavior suggests that attitudes, subjective norms and behavioral control have a significant effect on behavioural intention including the e-commerce marketing intention by small and medium businesses. More recent studies noted that behavioral control, spiritual intelligence, and intentions have a significant effect on behavior in marketing through e-commerce. In this study, a model developed by Darsono (2018) was further refined based on the results of the model trials carried out using data collected in Malang City, Indonesia. The objectives of this study are: (1) to determine the strategic policies of small and medium businesses in e-commerce marketing by using the Exponential Comparison Method (ECM), and (2) to analyze policy profiling for several types of e-commerce marketing by using correspondence analysis. The Exponential Comparison Method (ECM) is a data analysis techniques based on a decision support system that describes a complex multi-factor problem into a hierarchy where each level of the hierarchy is composed by several specific elements. By using the hierarchy, a complex and unstructured problem is broken down into groups which are then organized into a hierarchical form. Based on the results of ECM analysis, this study recommends the strategic policies of SMEs in the selection of e-commerce marketing related to attitudes towards e-commerce marketing, subjective norms, behavioral control, spiritual intelligence, and the intention to buy and sell online in the market with each attribute. The results of the correspondence analysis further explain the existence of special characteristics in each choice. In particular, (1) online buying and selling in the marketplace has been ranked as the first option based on two considerations, i.e., how to receive orders and shipping methods; (2) internet banking and SMS banking was ranked second based on place to sell products and payment methods; (3) cable TV and internet provider was chosen as the last option based on customer sevice; and finally (4) product considerations are noted in all options.
Keywords
strategic policy, marketing, e-commerce, small and medium businesses
URI
http://jssidoi.org/jesi/article/433
DOI
Pages
1230-1245
Funding
This research was supported by the project, which has received funding from the Direktorat Riset dan Pengabdian Masyarakat, Direktorat Jenderal Penguatan Riset dan Pengembangan Kementrian Riset, Teknologi, dan Pendidikan Tinggi Tahun Anggaran 2018 Indonesia. Grant reference number 120/SP2H/LT/DRPM/2018
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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