THE DEVELOPMNET OF COMPETENCE MARKETING FOR PHOTHAENS MUSHROOM FARMING COMMUNITY ENTERPRISE USING DIGITAL MARKETING COMMUNICATION

Abstract

This research article aims to analyze the social capital and ability to operate mushroom farming community enterprises, including SWOT analysis, Business Model Canvas analysis, Five Force Model analysis, and business success factor analysis and to develop digital marketing and communication tools, qualitative research methods. By conducting in-depth interviews with 16 key informants and recording access to the Facebook Fan Page of the mushroom farming community enterprise. The tools used are semi-structured interview and data recording form.

The results of the research found that SWOT: strengths are price, quality, product variety, weaknesses are lack of online channels. Opportunities are continued promotion from the government, threats are many competitors. BMC:  focus on sales activities online channels and expand customer groups to the group that promotes community products and people who like to test the new products. Five Force Model: Important pressures are, when digital marketing is developed it will allow you to enter a wider market and there are more competitors as well. Analysis of business success factors: Having good leaders, have a common goal and has supporting network partners. The next is develop digital marketing and communication tools. It was found that the developed Facebook Fan Page resulted in Omni channel marketing. The consumer or customer has come to engagement with the Facebook Fan Page, but when deciding to buy a product, this will be done through the offline system by calling or pick up the product at the store yourself.