Culinary SMEs Has Negative Perception of Go-Food Gojek's Digital Marketing

Abstract

In recent years, the development of digital marketing has had a significant impact in the field of business,
whether it is related to changes in the transaction process from the producer to the changes in consumers in shopping.
But the fact is in the field found perceptions of SMEs as producers in contrast to the ease of business processes offered by service providers. The focus in this research is to explore the level of understanding of culinary SMEs about digital marketing provided by Gojek, their perception of Gojek's digital marketing, their reasons for rejecting Gojek's digital marketing from 4P's creative theory. In this study there were 4 SMEs as key informants. The research method uses case studies by collecting data using observation, interviews, and documentation. The results showed that 1) The level of understanding of SMEs regarding digital marketing is still very low, 2) SMEs have a perception of rejection of digital marketing both internally and externally, 3) The 4P creative theory influences SMEs' rejection of digital marketing.