e-Commerce and Marketing Literacy in Raudatul Hasanah Students’

Business Medan

Fivi Rahmatus Sofiyah

, Yulinda

Department of Management, Universitas Sumatera Utara, Medan, Indonesia

Keywords: E-commerce, marketing, business.

Abstract: This paper is a concept of e-commerce and marketing management training in facing the revolution industry

era for Raudatul Hasanah students in Medan. Through this program, it is expected that they had the

knowledge and prepared the hardest competition. The method used is experiential learning method and the

concept of literature study about them. The delivery in the form of Focus Group Discussion (FGD) with the

power point presentation. After it is conducted, there are many questions by the participants and they hoped

both the practitioners and the academic assistance to realize this activity.

1 INTRODUCTION

In the development of Medan City, there are five

most prominent actors such as government, private

(business), society, professional, and intellectual. In

economic activities, the government is also no less

important private sector and Society. From the

contribution of each sector, the private sector

contributes 80% of the total investment available.

Thus, the government sector only contributes 20%.

Therefore, one of the important policies pursued by

Medan government is to provide the widest

opportunity for private sector and society to engage

not only in profit-oriented activities but also city

development activities as a whole. (Medan, 2013)

The development of the private sector can be

seen how the community empowerment is

developed, especially from business. The foundation

of formation can be started from students who can

develop skills from an early age. Businesses that can

be developed are e-commerce-based business.

(Shahriari, 2015) informed that E-commerce has

so many advantages in our life because it makes

convenient in daily life of the people. Several

explanations have been proposed for e-commerce

that most of them are based on past experiences in

the use of e-commerce. As with e-commerce, e-

business also has a number of different definitions

and is used in a number of different contexts.

The development of e-commerce makes it easy

for businessmen with the concept of e-commerce. It

certainly can see the number of growing businesses

using the internet network. It can help from

prospective buyers to choose the best product

quickly.

(Gangeshwer, 2013) said that while considering

the aforesaid limitations; advertisers and end-users

can effectively use this modern platform to make life

easier and faster. In the next 3 to 5 years, India will

have 30 to 70 million Internet users which will

equal, if not surpass, many of the developed

countries. Internet economy will then become more

meaningful in India.

This growing internet business needs to be done

a research on the concept of internet-based

marketing. The concept of marketing management

adopted in the subjects, needs to be considered to

realize the participation of students who are just

starting a business in preparing the conditions of the

era called the era of industry revolution 4.0.

(Minculete and Negrilă, 2014) told that the

evolution in the knowledge-based society, the

marketing reveals another dimension, the one of

relational marketing, which represents the special

relationship established between the company and

its consumers, with win-win advantages over a long

period. In these circumstances, the managerial

approach of marketing has new connotations for a

more efficient managerial approach of the new

national and international business environment.

The combination of e-commerce and marketing

management becomes an issue that needs to be

developed in business development especially to

1330

Soﬁyah, F. and Yulinda, .

e-Commerce and Marketing Literacy in Raudatul Hasanah Students’ Business Medan.

DOI: 10.5220/0010073313301334

In Proceedings of the International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches (ICOSTEERR 2018) - Research in Industry 4.0, pages

1330-1334

ISBN: 978-989-758-449-7

students. The emphasis of the curriculum presented

from the business side should be able to follow this

internet-based era. Beginners should be able to adopt

the internet as a solution in improving

entrepreneurship and Medan City must prepare

everything to develop the business.

Based on the phenomenon, data and facts, the

main problems of the research could be discussed

are how to solve problems of e-commerce and

marketing management with the case study: the high

school students in Raudatul Hasanah Medan.

(Nanehkaran, 2013) said that recent

developments in the fields of Internet and

Information Technology have led to renewed

interest extraordinary in electronic commerce in

societies. Electronic commerce is supporting of

customers, supplying of services and commodities,

portion of business information, manages business

transactions and maintaining of bond between

suppliers, customers and vendors by devices of

telecommunication networks.

(Chen and Holsapple, 2013) said that going

forward, an answer to this question is necessary and

valuable to facilitate systematic advances in e-

business adoption research. Several review studies

of the e-business field have appeared since 2000, but

they tend to examine the e-business field as a whole,

or only certain slices of the e-business-adoption

space.

(Chua, 2005) informed that IS and e-Commerce

researchers have focused on a narrow set of

stakeholders in the burgeoning e-Commerce field.

Specifically, work has primarily addressed

customers and the internal organization.

(Khurana and Mehra, 2015) said that products

and services are now just a click away. Vendors

around the world have started setting up shops over

the web. Entire market places for trade and

commerce have jump up online. E-commerce has

come out as a successful innovative business tool via

internet.

(Royle and Fox, 2011) infomed that informal

accountability for others is a public demonstration

that one is willing to answer for the attitudes and

behaviours of individuals in an organization

regardless of formal position within the firm, rank,

or mandate by the organization.

(Syarifah and Putra, 2017) informed that good

communication in presenting something, must have

a concept based on customer based. Customer based

(customer approach) must certainly look at the

psychology willingness by consumers such as

packaging, how to speak, product presentation

techniques, to how to convince customers to buy as

needed and keep using the product because it has a

good quality and close proximity between sellers

and customers.

(Kanagal, 2010) told that Competitive Marketing

Strategy (CMS) has relationship marketing (RM) as

one of the key functionalities in enhancing business

performance. RM is defined as the identification,

establishment, maintenance, enhancement,

modification and termination of relationships with

customers to create value for customers and profit

for organization by a series of relational exchanges

that have both a history and a future.

2 METHOD AND MATERIAL

The method that will be used is experiential learning

method and the concept of literature study for the

college students in Raudatul Hasanah Medan as

many as 100 students who have business. The

delivery in the form of Focus Group Discussion

(FGD) with the power point presentation

. In the

training presented the material: a concept of e-

commerce and marketing management in facing the

progress of revolution industry 4.0. Data source in

this research is from the international journal, book,

website transferred to the participants.

3 RESULT AND DISCUSSION

3.1 Result Implementation of Concept

e-Commerce

The experiential learning method for the

implementation Of Concept e-commerce training in

facing revolution industry 4.0 in Raudatul Hanasah

School Students made by transferring the journal

review from some experts. The delivery in the form

of FGD can be described in the result study.

From the FGD in the E-commerce session:

talking about the investigation (Shahriari, 2015),

Gangeshwer (2013) talked about the advantages in

life because it makes convenient in daily life on past

experiences. Especially, making in life easier and

faster by using Internet economy will then become

more meaningful in India. As the progress of e-

commerce in many countries, it can be the

inspiration for the youngsteer to improve the ability

in doing the business through technology. It can

make supply by innovation positioning in the

website.

As the research (Nanehkaran, 2013), (Chen and

Holsapple, 2013) as well as (Chua, 2005) said about

e-Commerce and Marketing Literacy in Raudatul Hasanah Students’ Business Medan

1331

the progress of internet and Information Technology

(IT) have led to renewed interest extraordinary in

electronic commerce in societies. Several review

studies of the e-business field have appeared since

2000, but they tend to examine the e-business field

as a whole, or only certain slices of the e-business-

adoption space. As the need of the incoming one, the

students must make the breakthrough in the world of

business with IT. It can be studied continuously and

make the direct testimony to get the real situation.

Information System (IS) and e-Commerce

researchers have focused on a narrow set of

stakeholders in the burgeoning e-commerce field.

Specifically, work has primarily addressed

customers and the internal organization. It means

that all of the progress must be implemented into

good cooperation through them.

3.2 Result Implementation of Concept

Marketing Management

For the marketing management topic, there are some

investigations from the experts such as

(Gangeshwer, 2013) as well as (Khurana and Mehra,

2015) talked about advertisers and end-users can

effectively use this modern platform to make life

easier and faster and Internet economy will then

become more meaningful in India. E-commerce has

come out as a successful innovative business tool via

internet. It means that marketing can be connected

into its network. It can make the fastest time from

the producers to the consumers to get the qualified

product. The talented people can make the best way

of marketing and it can the buying power becomes

easiest to get high revenue.

For the investigation (Syarifah and Putra, 2017)

and (Kanagal, 2010) said that small firms to

reach

global markets and to achieve economies

of scale.

Competitive Marketing Strategy (CMS) has

relationship marketing (RM) as one of the key

functionalities in enhancing business performance.

RM is defined as the identification, establishment,

maintenance, enhancement, modification and

termination of relationships with customers to create

value for customers and profit for organization.

Good communication in presenting something, must

have a concept based on customer based. Customer

based (customer approach) must certainly look at the

psychology willingness by consumers such as

packaging, how to speak, product presentation

techniques.

3.3 Discussion

From FGD in Raudatul Hasanah Students Medan,

there are several things that are described. This is

related to the solution toward revolution industry

and the need of e-commerce in marketing. Some

hopes that are needed to be followed:

1. Making the food online business for students in

the school. There are so many schools that don’t

have the online system. There are some internets

made for arranging it, however, difficulties in

making the marketing management pattern. The

presenters remind in joining the free access

website to generate the e-commerce. Its fastest

movement in many countries, it can be the

inspiration for them to improve the ability in

doing the business through technology. They

must give the positioning sequences of their

business to get the market consentration. It is

similar to the research of (Shahriari, 2015),

(Gangeshwer, 2013).

2. Academic assistance focus with the motivation to

manage in using the model of e-commerce and

marketing management. The presenters focus in.

E-commerce has come out as a successful

innovative business tool via internet. They have

reach global markets and to achieve

economies of scale. CMS has RM as one of the

key functionalities in enhancing business

performance. Absolutely, the expert evaluation

must be made through the school policy and they

can be ready to make the innovation and good

marketing integration. It is the same opinion as

the experts (Gangeshwer, 2013), (Khurana and

Mehra, 2015), (Syarifah and Putra, 2017),

(Kanagal, 2010).

There are several achievements from this FGD

such as:

1. Increasing the mindset that through FGD. It can

improve the responsive conducted by extension

methods. After finishing, there are 100

participants who can make the breakthrough about

the e-commerce business to increase the

marketing management.

2. Exercise FGD business activity in presenting the

product in the design of e-commerce and give the

fact about the reality in marketing management. In

this FGD creates 100 participants who are able to

propose for e-commerce that most of them are

based on past experiences in the use of e-

commerce like the investigation (Shahriari, 2015).

ICOSTEERR 2018 - International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches

1332

The end of the activity, the participants make a

commitment to an achievement of the results of

activities tied up with Memorandum Of

Understanding (MOU) between the practitioners and

academic assistance. They are the solutions that can

be done to achieve a higher business outcome

through e-commerce and marketing management.

4 CONCLUSIONS

From this FGD, there are several conclusions:

1. 100 students in Raudatul Hasanah School Medan

invited in the FGD with the concept of e-

commerce and marketing management.

2. From the Implementation of concept of the

concept of e-commerce such as:

 As the progress of e-commerce in many

countries, it can be the inspiration for the

youngsteer to improve the ability in doing the

business through website.

 As the need of the incoming one, the students

must make the breakthrough in the world of

business with IT. It can be studied

continuously and make the direct testimony to

get the real situation

3. From the Implementation of concept of the

concept of marketing management such as:

 Marketing can be connected into its network.

It can make the fastest time from the

producers to the consumers to get the

qualified product.

 The talented people can make the best way of

marketing and it can the buying power

becomes easiest to get high revenue.

4. The chance of creating the best way in market

mechanism can be felt in all over the session and

it can touch the part of the world request. The

revolution industry is the era that have t change

the marketing management pattern to serve more

through internet



5. From this training activity, there are some hopes

from the participants such as:

 Making the food online business for students

in the school. There are so many schools that

don’t have the online system so that there

must be available some internets made for

arranging it

 Need the assistance with the motivation to

manage in using the model of e-commerce

and marketing management through academic

background.

6. There are several goals from this FGD such as:

 The improved mindset so that It can makethe

responsive through some methods.

 Exercising business activity in the design of e-

commerce and giving the fact about marketing

management strategy.

 There is some commitment in the activities in

Memorandum Of Understanding (MOU)

between the practitioners and academic

assistance.

ACKNOWLEDGEMENTS

The authors thank to The Chief Of Research

Institute In Universitas Sumatra Utara.

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