POTENSI PEMASARAN KEWIRAUSAHAAN MANDIRI PADA KONSUMEN 'SECOND SCREEN BEHAVIOUR'

Authors

  • Ika Suhartanti Darmo Institut Teknologi dan Bisnis Kalbis

Keywords:

entrepreneurship, marketing, consumer behavior, second screen behavior

Abstract

This paper provides a description of the massive development of digital
technology that has changed many patterns of community life, including selfmarketing
entrepreneurship/ SMEs. The original marketing pattern is synonymous
with the enormous cost of promotion. Now marketing of the various products and
services is becoming much more effective and efficient with the huge contribution
of social media, marketplace apps, online stores and so on. The consumer
patterns were changed; initially conservative in picking and purchasing goods
shifting from a 'see-ask-choose' behavior to windows shopping ending with a fastpaced
and practical purchase via online by second screen behavior type of
consumers. Quantitative research with a questionnaire instrument involving 122
respondents who are consumers of local entrepreneurship products and services
proves that the Z generation dominates the occurrence of modern marketing
efficiency by utilizing the double screen check pattern of consumer behavior
based 'second screen behavior' information. This phenomenon is predicted to
continue to grow and change the pattern of entrepreneurial self-marketing into a
global level.

Keywords: entrepreneurship, marketing, consumer behavior, second screen
behavior

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Published

2021-07-01