Consumer Acceptance of Mamas Leather's Digital Marketing Implementation

M. Mahfud Ridwan, Zaenal Arifin

Craft Industry, Covid-19, Digital Marketing, TAM

The existence of the covid 19 virus has caused an unprecedented global economic downturn. This study is focused on finding out how consumers accept digital marketing implementation to adapt and survive in an industry from unexpected market changes. The data collection method was direct observation of the “Mamas” leather bag and wallet craft industry in Sleman, Yogyakarta, Indonesia. The research model uses the Technology Acceptance Model (TAM). This model is an influential theoretical approach in explaining the use of information technology (Davis et al., 1989). This study shows that leather bag and wallet craft entrepreneurs can carry out several strategies based on the application of digital marketing to save their business. Like doing promotions on social media Facebook, Instagram and Whatsapp to get new partners and to strengthen existing partners.

https://doi.org/10.31871/IJNTR.8.3.3