New Media for Business: Study of Google My Business Utilization for

Local Business in Banyumas Regency

Itsna Hidayatul Khusna

, Dian Bestari Santi Rahayu

and Nuryanti

Department of Communication, Jenderal Soedirman University, Jl. Prof. Dr. HR. Boenjamin, Purwokerto, Indonesia

Keywords: New Media, Local Business, Promotion.

Abstract: The emergence of Google led to a transformation in the business sector. Google is a multinational company

specializing in search technology, web computing, software, and online advertising. Google dominates the

search engine industry market share by 92,21% in 2023. Specifically in the business sector, Google has

Google My Business; this is a service for business owners to control what is displayed in search results

when someone searches for a company name on Google for free. Compared to advertisements on television,

where 30 seconds of broadcast costs around 20-40 million for daytime, while for primetime, it will be

around 40-100 million rupiah, Google helps out small businesses on a local scale. This research is focused

on Google My Business utilization for local agriculture businesses in Banyumas Regency. This research

applies descriptive qualitative methodology, and to collect data, the researcher interviews four local

agriculture business owners. The researcher finds that using Google My Business facilitates the product to

be widely known by the wider community, increasing store visits, making the shop easy to find in Google

Maps by customers, and making it easier to promote the business to consumers.

https://orcid.org/0009-0000-8487-831X

https://orcid.org/0000-0002-4163-1808

https://orcid.org/0000-0002-7233-7628

INTRODUCTION

Innovations in technology lead to transformation in

the business sector. It can be seen in the utilization

of the Internet in many businesses’ strategies,

starting from promotion, branding, marketing,

consumer analysis, research, and consumer

engagement. In line with survey results from APJII

(Asosiasi et al. Indonesia) in 2022, it shows that

87.43% of MSMEs in Indonesia have used the

Internet to do business (Bayu, 2022).

MSMEs are one of the essential pillars of the

Indonesian economy. Based on data from the

Ministry of Cooperatives and SMEs, in the first

semester of 2021, the number of MSMEs reached

64.2 million with a contribution to GDP of 61.07

percent or 8,573.89 trillion rupiah. The contribution

of MSMEs to the Indonesian economy includes the

ability to absorb approximately 117 million workers,

or 97 percent of the total existing workforce. It can

collect up to 60.4 percent of total investment

(Junaidi, 2023).

Figure 1: Internet Usage Data by MSMEs in 2022

(Source: APJII).

Internet use in the MSME sector encourages the

growth of this sector, along with the growth of

Internet use by MSMEs. Data from the National

Socio-Economic Survey in 2015 and the Village

Potential in 2014 covers more than 70,000 villages

and 500 districts and cities in Indonesia (Rafitrandi,

2018). This research found that regions with good

infrastructure and high Internet and social media

penetration are associated with higher regional

economic growth.

Khusna, I., Rahayu, D. and Nuryanti, .

New Media for Business: Study of Google My Business Utilization for Local Business in Banyumas Regency.

DOI: 10.5220/0012640900003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 103-107

ISBN: 978-989-758-691-0; ISSN: 2828-853X

103

The internet as a new media provides easy access

and broad reach at a low cost. In the digital age, we

can see new media roles in locals and information

being brought and accepted in hyperlocal. High use

of the internet by MSMEs for promotion and

marketing related to easiness and efficiency.

Compared with the usage of television in promotion,

which can be seen from the data in 2020, the price

for 30 seconds of advertising on television will be

around 20-45 million for daytime, while for

primetime, it will be about 40-100 million rupiah.

This is not affordable for MSMEs.

The Internet can be used in various fields and

sectors in the digital age. Multiple platforms have

arrived, such as Google, Facebook, Instagram,

online marketplace, Twitter/X, and TikTok. Those

new media platforms are frequently used for

marketing and promotion. We now have a Facebook

Business Page, TikTok Shop, Instagram Shopping,

Twitter Shop, and Google My Business, frequently

used by MSME to promote their business.

New media can be understood as a technology

providing a space for combining data, including text,

sound, images, and so on, in digital format. New

Media can be simplified and escalate local business

models from offline to online strategy. The study

that talks about online strategy in business is digital

marketing. Ryan and Jones write the application of

digital marketing activities into several dimensions,

that is, websites, search engine optimization (SEO),

paid search click-based advertising (PPC

Advertising), affiliate marketing and strategic

partnerships, online PR, social networking, email

marketing, and consumer relationship management

(Ryan & Jones, 2009).

In this research, the focus that is discussed is new

media, MSMEs, and digital marketing. The new

media platform studied in this research is Google

My Business. Google My Business is a service

offered by Google for its users who have businesses.

The most widely used search engine in Indonesia is

Google, which holds 97.97% (Search Engine

Terbaik Dan Macam-Macamnya, 2021). In the

world, Google occupies the top rank among other

search engines, with the number of monthly visits

reaching 30 billion of the market share (Efendi,

n.d.).

MSMEs that were studied in the research were

agriculture businesses located in Banyumas

Regency. There are three types of MSMEs: (1)

culinary businesses are MSMEs that operate in the

culinary sector, such as selling food and raw

materials for making food; (2) Fashion businesses

are MSMEs that operate in the fashion sector,

including the sale and manufacture of clothing,

footwear, hats and accessories; (3) MSMEs in the

agribusiness sector include agricultural and

plantation sales and production such as fertilizer,

agricultural products, garden products and plant

seeds (Shaid & Idris, 2023). MSMEs in the

agribusiness sector in Banyumas Regency are

interesting to study because agroindustry is the

primary economic sector in Banyumas Regency that

makes the most significant contribution to GRDP.

The problem that is answered in the research is how

MSMEs apply Google My Business in the

agribusiness sector in Banhyumas Regency.

LITERATUR REVIEW

2.1 Digital Marketing Communication

Digital marketing is a marketing activity that uses

digital media/internet. In communication studies,

digital marketing is a marketing communications

strategy to build brands and establish consumer

relationships. Hermawan (2012) defines digital

marketing as marketing activities that utilize Internet

media to reach target consumers (Hermawan, 2012).

In the marketing communication study, the activity

of marketing communication consists of (1)

advertising in mass media, (2) direct marketing, (3)

sales promotion, (3) personal selling, (4) interactive

marketing, and (6) public relations (Morissan, 2010).

In 2021, Purbasari researched using Google My

Business for tourism promotion. The research results

show that Google My Business has sufficient

features for promotion (Purbasari et al., 2021).

Research from Satria (2021) indicates that Google

My Business and related Google tools can

significantly benefit SMEs in various aspects, such

as sales performance, digital marketing, global

market competitiveness, and efficient business

operation (Satria et al. 2021).

This research tried to find Google My Business

utilization in the marketing activity done by

Agriculture MSMEs in Banyumas Regency based on

digital marketing communication concepts. Ryan

and Jones (2009) write the application of digital

marketing activities into several dimensions, that is,

websites, search engine optimization (SEO), paid

search click-based advertising (PPC Advertising),

affiliate marketing and strategic partnerships, online

PR, social networking, email marketing, consumer

relationship management (Ryan & Jones, 2009).

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2.2 Google My Business as New Media

Google My Business is an internet-based service

launched in July 2014 by Google for business

owners to control what is displayed in search results

when someone searches for a company name on

Google. The main features of Google My Business

are business information, which contains business

and location information, reviews, and posts.

Google is an essential platform for marketers that

satisfies all three criteria for being a DBP (digital

business platform) and also has most of the other

characteristics we note. It facilitates an exchange of

value among three types of users: (1) consumers

searching for information, (2) advertisers trying to

reach those consumers, and (3) content providers

(Rangaswamy et al., 2020).

Google is a multinational company specializing

in search technology, web computing, software, and

online advertising. This new media can provide a

space for combining data, including text, sound,

images, and so on, in digital format. New media

refers to emerging information and communication

technologies and applications such as mobile

phones, the Internet, streaming technologies,

wireless networks, and the high-quality publishing

and information-sharing capacities of the World

Wide Web (Bennett, 2003; Wardrip-Fruin &

Montfort, 2003) (Valentini & Kruckeberg, 2012).

2.3 Agribusiness MSMEs

MSMEs (Micro et al.) are a form of productive

economic enterprise carried out by individuals or

business entities that meet the criteria for micro,

small, and medium enterprises (Anggraeni et al.,

2013). There are three types of MSMEs: (1) culinary

businesses are MSMEs that operate in the culinary

sector, such as selling food and raw materials for

making food; (2) Fashion businesses are MSMEs

that operate in the fashion sector, including the sale

and manufacture of clothing, footwear, hats and

accessories; (3) MSMEs in the agribusiness sector

include agricultural and plantation sales and

production such as fertilizer, agricultural products,

garden products and plant seeds.

METHODS

This research is qualitative research using the case

study method as a way for researchers to obtain

research data. Using the case study method, it is

possible to analyze various factors related to a case

to get accurate conclusions (Yin, 2018). This

research focuses intensively on one object, Google

My Business, as a case. As a case study, the data

collected comes from various sources, and the

results of this research only apply to the investigated

cases.

The subjects in the research were agribusiness

MSMEs in Banyumas Regency; the subjects chosen

as research targets were agribusiness MSMEs

registered as Google My Business users/using

Google. In determining the sample, researchers will

first identify agribusiness MSMEs that use Google

My Business via the Google search engine. The

MSMEs selected have received at least two stars in

reviews. The researcher used interviews,

documentation, and literature reviews as data

collection techniques to obtain data.

The data analysis technique used in this research

refers to the concept of Miles and Huberman (2014),

an interactive model that classifies data analysis into

three steps: data reduction, data presentation, and

conclusion (Miles et al., 2014).

RESULTS AND DISCUSSION

4.1 Informant Profile

Based on predetermined criteria, the informants’

profile is:

Table 1: The Research Informant Profile.

No Name of Business Review

Tanaman Hias Purwokerto

Dusun II, Susukan, Kec. Sumbang,

Kabupaten Banyumas, Jawa

Ten

ah 53183

4,6 Stars

Puri Tanaman

Jl. Raga Semangsang No.32-30,

Purwokerto, Sokanegara, Kec.

Purwokerto Tim., Kabupaten

Ban

umas, Jawa Ten

ah 53115

4,7 Stars

Aneka Pupuk Suteja

Jl. Vihara No.13, Purwokerto

Wetan, Kec. Purwokerto Tim.,

Kabupaten Banyumas, Jawa

Ten

ah 53111

5,0 Stars

Cilengko Farm Purwokerto

JL Raya Baturaden, Km. 5,

Pabuaran, RT.01/RW.01, Karang

Blimbing, Pabuaran, Kec.

Purwokerto Utara, Kabupaten

Ban

umas, Jawa Ten

ah 53124

4,7 Stars

The research informants are selected based on

location in Banyumas Regency, get a minimum of

New Media for Business: Study of Google My Business Utilization for Local Business in Banyumas Regency

105

two-star reviews, and get at least two replies/reviews

from netizens. Tanaman Hias Purwokerto is a

business on decorative plants, Puri Tanaman is a

business on ornamental plants, Aneka Pupuk Suteja

is a business on fertilizer, and Cilengko Farm is a

business on decorative plants.

4.2 Results

Based on data obtained from interviews,

documentation, and literature review, the researcher

finds:

a. The benefits of using Google My Business

Based on documentation and literature review, the

researcher found that the benefits of using Google

My Business for MSMEs are that the business will

be promoted on Google Maps, the number of store

visits, and the shop will be known more widely by

customers.

Business will be promoted on Google Maps.

Google Maps is a web mapping service developed

by Google. This service provides satellite imagery,

street maps, 360° panoramas, traffic conditions, and

route planning for traveling by foot, car, bicycle

(beta version), or public transport (Aristejo, 2020).

By using Google Maps, users/customers will find it

easier to find business/store locations. Local search

capabilities allow Google Maps to list businesses

related to a user's search. The advantages of using

Google Maps for businesses are: Google Maps helps

people find your business, Google Maps allows

people to contact your business quickly, Google

Maps encourages people to visit your website/social

media, Google Maps can show your business with

photos, and Google Maps offers customers

credibility. From the related research, Google My

Business utilization could enrich village mapping

(Awangga et al., 2020).

Increase the number of store visits. The benefit

of using Google My Business in business is

increasing the number of offline store visits or direct

visits to business/store locations. Businesses

registered on Google My Business will appear and

can be easily searched via Google Maps. Increasing

the number of visits to the store increases sales and

turnover. I use Google My Business in business-

made stores visited by customers from various

segments.

b. Marketing communication activities by using

Google My Business

Marketing communication activities that can be

applied using Google My Business services are sales

promotion, interactive marketing, and branding.

Promotion is a tool or activity operated by a

company to communicate value to customers (Kotler

et al., 2017). Google Maps curates the visual

appearance of a business, such as footage of

business products/services on the homepage, to

attract internet users to visit. Listings that include

photos generate 42% more direction requests and

35% more website clicks.

Review feature for registered businesses so

customers can provide reviews regarding the

business. It will help other users make decisions

before visiting. Product reviews are essential

because they can offer the details that potential

customers need. Online reviews also help customers

decide when choosing one product or another.

Positive ratings can increase the possibility of

potential customers buying a product. The reviews

on the homepage could create a positive image of

your company/business.

c. Challenges in Using Google My Business by

MSMEs

Agribusiness MSMEs stated many benefits gained

from using Google My Business, such as

significantly increasing the number of visits and

income. However, these business people face

obstacles in using new media technology: (1) new

media technology literacy, (2) lack of management

of marketing communication activities, and (3)

content production constraints for promotion

activities.

CONCLUSIONS

From the results and discussion in the research, it

can be concluded that Google My Business can be

used for marketing communications activities by

Agribusiness MSMEs in Banyumas Regency.

Utilizing Google My Business can increase store

visits, create positive responses to the products and

company/business, and make the business more

widely known by internet users.

However, there are problems faced by business

owners/workers, such as a lack of knowledge and

skills in using internet technology and a lack of

skills in creating diverse content for new media

platforms. Therefore, there are training activities that

the government and academics can initiate to

increase literacy in new media technology for

MSMEs in many sectors.

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ACKNOWLEDGEMENTS

BLU Jenderal Soedirman University funded

this research based on the letter No:

1133/UN23/HK.PT.01.02/2022 and contract

agreement No: T/786/UN23.18/PT.01.03/2022

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