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HAMBATAN UNTUK MENGADOPSI PEMASARAN ONLINE TERHADAP PEDAGANG BUNGA CIHIDEUNG

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ABSTRACT OBSTACLES ANALYSIS TO ADOPT ONLINE MARKETING OBSTACLES TO FLOWER TRADERS CIHIDEUNG Written by: Grace Oktavia Nim :1582021 Massive technological developments in reality are not felt by every stakeholder, such as merchant groups such as flower traders in Cihideung. Until now the florist group in Cihideung still survives with conventional sales methods, this group of traders has not made marketing innovations to online marketing based on information technology (IT). This has become an interesting phenomenon to be observed considering that online marketing has been proven to increase sales in some economic products because with online marketing the series of marketing becomes unlimited in space and time. This research aims to find out the obstacles experienced by flower traders in Cihideung in conducting online marketing innovations so that they can provide solutions to overcome these obstacles. The method used in this study is descriptive analysis with inferential research approach where the number of samples is 110 people with the sampling method using total sampling. The results showed that the highest online marketing barrier to adoption experienced by flower traders in Cihideung was the highest in Usage Barrier, as seen from the negative perception of flower traders in Cihideung on online marketing. Based on the most dominant obstacles, then a solution that can be applied is increasing awareness by socializing the advantages of online marketing and training and assistance with the use of information technology (IT). Keywords : Barriere, online marketing, conventional marketing