Membidik Pangsa Pasar Virtual dan Polarisasi Produk  Desa Wisata Puntukrejo Margoyoso Kabupaten Karanganyar

Siswanta; Lukas Maserona; Rony Kurniawan

Authors

Siswanta Universitas Slamet Riyadi Surakarta
Lukas Maserona Universitas Slamet Riyadi Surakarta
Rony Kurniawan Universitas Nusantara PGRI Kediri

Keywords:

Virtual Market, Product Specifications, Segmentation

Abstract

The existence of Small & Medium Enterprises (SMEs) is seen from how capable SMEs are in competing to capture market share, making innovation and creativity an urgent necessity. A common problem faced by SME actors in the Puntukrejo tourist village is the limited mastery of information technology and understanding of virtual market segments. Therefore, guidance is needed to develop a virtual market share focused on product specifications and virtual market segmentation. The implementation technique begins with observations of the strengths and weaknesses of SMEs in Puntukrejo tourist village, followed by a brainstorming session to formulate needs and desires for strengthening SMEs. The activity revealed the fact that SME actors are still focused on product quality. Virtual marketing has not received sufficient attention, making it difficult to determine sales targets based on market segmentation. After training was conducted on virtual market development with the polarization of products, business actors begin to consider aspects of information about consumer needs, characteristics, and behavior

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