New E-Marketing Strategies Through Big Data Optimization In Fisheries MSMEs

Redi Nusantara; Amron Amron; Febrianur I. F. S. Putra; Yohan Wismantoro

doi:10.56696/ijamer.v2i2.133

Authors

Redi Nusantara Dian Nuswantoro University
Amron Amron Dian Nuswantoro University
Febrianur I. F. S. Putra Dian Nuswantoro University
Yohan Wismantoro Dian Nuswantoro University

DOI:

https://doi.org/10.56696/ijamer.v2i2.133

Keywords:

Big Data, Fisheries MSMEs, New Strategy, E-Marketing, Sustainability

Abstract

The shift towards digitalization in recent times has significantly impacted the maritime and fisheries sector, particularly Micro, Small, and Medium Enterprises (MSMEs), as they navigate through post-pandemic market challenges. This study investigates the utilization of big data to enhance the marketing efficacy of MSMEs in the fisheries industry. Employing a quantitative approach, the research engaged with over 510 respondents from fisheries MSMEs, utilizing purposive sampling. The findings indicate that new e-marketing strategy through big data optimization proves effective in enhancing sales, brand awareness, and customer retention, with a key emphasis on sustainability. Furthermore, responsiveness to market dynamics and the incorporation of e-marketing strategy within the Blue Economy are suggested as innovative approaches to address post-pandemic market shifts.

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