MARKETING STRATEGY OF BEBELI (BEKASI BERANI BELI) TO INCREASE THE INCOME MSME IN BEKASI

Abstract

BEBELI was present in response to the Bekasi district government's response to presidential instruction number 2 of 2022 concerning accelerating Indonesia's economic recovery following Covid-19 by allocating APBD/APBN through cooperatives or MSMEs. BEBELI (Bekasi Berani Beli) is an online platform that seeks to increase the income of micro, small, and medium-sized enterprises (MSMEs) in the Bekasi district. To become a vendor at BEBELI, MSMEs in the Bekasi district must have proven NIB and NPWP in the Bekasi Regency. This research seeks to identify alternative strategies to increase MSMEs' income and encourage their participation as sellers on BEBELI. By analyzing external and internal factors, the method employs a business case, which is processed using the EFE (External Factor Evaluation) Matrix with a score of 2.75 and the IFE (Internal Factor Evaluation) Matrix with a score of 2.6. The data is then processed once more with the IE (Internal External) matrix. The outcomes fall within the V quadrant, where market penetration is possible. And when processed with a second instrument, the SWOT Matrix, an alternative strategy for optimizing information system management is generated. The results of the IE and SWOT Matrix were contrasted using QSPM. Produce alternative strategies for market penetration by developing towards the general market (not government) so that the opportunity to increase the number of sellers on BEBELI and increase MSMEs is greater.