“Short Video Application is a New Marketing Strategy”: a Mixed-method Study on Indonesia’s MSME
Aplikasi Vidio Pendek adalah Strategi Pemasaran Baru : Studi Mixed-method pada UMKM Indonesia
DOI:
https://doi.org/10.21070/ups.963Keywords:
Digital Marketing, marketing strategic, MSMEs, short video applicationAbstract
This study reveals how the role of short videos used in the marketing process carried out by MSMEs in Indonesia in increasing customer engagement and purchase intentions leads to increased sales. This study used a mixed method, namely collecting and analyzing quantitative data then qualitative methods. The data was collected from a digital questionnaire and analyzed by Smart PLS. The result shows that usage of short video applications has a positive relationship with customer engagement and purchase intentions. The qualitative methods used in this process by depth interviews, observation, and documentation. Source triangulation was used to validate the data. The result shows that usage of short video applications has a positive impact on sales that the short video could make awareness and convert to traffic and increase sales. The result of this study is expected to help MSMEs in Indonesia to implement digital marketing, especially with short video applications.
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