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Abstract This study was aimed to obtain creative industries SMEs potentials developed in Cimahi, determine creativeindustriesthat could be prioritized as a marketleader, obtainideas of theybehavedinutilizingtheinternetandE-Commerce,andacquireconceptmodels throughE-Commercemarketing.ThemethodusedwasComparativeDescriptive, Experimental research, and Applied research. The study technique used three approaches(1) Libraryresearch(Desk Study);(2) Participatory Rural Apparaisal(PRA) Approach, 21250
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FocusGroupDiscussions(FGD)and(3)Survey(interviewsandobservations).The objectsofthisresearchwerecreativeindustriesSMEsbusinessmeninCimahi.This research was conductedin 2012. Theresultsshowedthe profiles of SMEs businessmen weremostlyuniversityandseniorhighschoolgraduates.ThepotentialsofSMEs businessinCimahiwereindependentbusinesspotentials,productioninputs,facilities, developmentpotentials,andthegovernmentpolicyimplementationshowsthatmost businessesinCimahiwereinpotentialscategory.Additionally,thecreativeindustries SMEs also had good potentials. The SMEs businessmen’s understanding of the use of the internet and E-Commerce still varied. They were not fully familiar with using the internet marketingprocess;necessarystepsforsocializingtheinternetandE-Commercewere needed.
JEL classification numbers: M310, L11
Keywords:Promotion, Marketing, Creative Industries SMEs, the Internet, E-Commerce 1 Introduction
Small and Medium Enterprises (SMEs) in Cimahi mainly creative industries SMEs had
strategic roles in overcoming the poverty and unemployment problems. However, SMEs
were facing many problems to develop. The main problems were the less conducive
business environment, low access to capital, and limited access to market. The choice of
strategies and policies to empower creative industries SMEs in developing Cimahi was
necessary to support the continued development and guarantee the sustainability of SMEs
to provide people with jobs, develop and balance their incomes ( Biro Pusat Statistik Kota
Cimahi, 2011, Dinas Koperasi UKM, Perindustrian dan Perdagangan Kota Cimahi, 2011,
Kementerian dan Koperasi, 2004).
The existence of globalization along with the fast growing technology forced SMEs to
adapt to utilize it to develop the SMEs business. One of the opportunities that could be
exploited was E-Commerce to promote and market SMEs products of Cimahi.
Electronic Commerce (E-Commerce) supported the improvement and development of a
company thoroughly. E-Commerce encouraged a company to make use of all the
available resources. Among all those resources, E-Commerce stressed on management in
marketing the products to achieve the target. This was because E-Commerce could
transform the form of service in which customers have to directly come a place or make a
phone call into an online service that provides service anytime anywhere to simplify all
transactions, Kotler (2009). Research Objectives : (1). To obtain creative industries SMEs
potentials developed in Cimahi, (2) To determine creative industries SMEs that could be
prioritized as a market leader, (3) To obtain the ideas of how creative industries SMEs
behave in utilizing the Internet and E-Commerce, (4) To obtain the analyswas results on
the efficiency and effectiveness of creative industries SMEs product promotion and
marketing through E-Commerce.