Promotion Effectiveness of Small Scale Enterprises (SMEs) in Indonesian Unicorn Marketplace

Purpose: These various activities certainly use no small cost in their operations. Therefore, it is necessary to re-analyze the customer's perception of the effectiveness of the SMEs promotion carried out by the unicorn startup marketplace in Indonesia. Research methodology: Data were gathered via survey software at research sites that were purposefully chosen for the study. The data gathering application and all Indonesian users of the Unicorn marketplace are sampled accidentally. The primary data utilized in this study were directly collected through closed questionnaires filled out by respondents utilizing a survey program, limiting the respondents' ability to provide responses using a Likert Scale measurement. In this study, descriptive qualitative analysis was the chosen method for data analysis. Analysis of the information used to judge the success of advertisements and impulsive purchases, specifically epic rate analysis. Results: The unicorn marketplace for SMEs promos appear to have had a positive impact on customers, according to the EPIC rate score of 3.77. With this average value, it is clear that the marketplace's promotional initiatives have had a significant impact on consumers' impulsive purchasing decisions. Because there are currently enough factors in place to persuade users to make unforeseen or impulsive purchases using the marketplace application, the marketplace wants to be able to enhance promotions once again that can have an impact on impulse buying. Limitations: Only the SMEs sector and the efficiency of promotion through the Unicorn marketplace are discussed in this study. So, it is believed that additional research will be able to evaluate the level of promotion via artificial intelligence. Contribution: This study can offer an overview of how to successfully create SMEs with a digital foundation so that recommendations for economic development can be made.