Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business

Rora Puspita Sari


The purpose of this paper is to evaluate the implementation of marketing mix in online business company, whether the online business adopt solely the traditional marketing mix model or the internet factors is also included, since the business platform itself in on social media. Descriptive research and content analysis using interview and observation were used to analyse the marketing mix implementation in Galeristorey online business. Evidence suggested that Galeristorey implemented few elements of the marketing mix both the traditional marketing mix and the online marketing mix. The cause of the limited use of marketing mix elements because of the barriers faced by Galeristorey as an SME. Further researcher may widen the research sample and creates empirical study on the marketing mix implementation of online business that used social media as its main business platform.

DOI: 10.15408/etk.v16i1.3950


online business; marketing mix; small and medium enterprises


Allen, Eric, Fjermestad, J. (2002). E-commerce marketing strategies : an integrated framework and case analysis. Logistics Information Management, 14(1/2): 14–23.

Baack, D. W., & Singh, N. (2007). Culture and web communications. Journal of Business Research, Vol. 60(3): 181–188.

Brei, V. A., D’Avila, L., Camargo, L. F., & Engels, J. (2011). The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. BAR - Brazilian Administration Review, 8(3): 266–287.

Combe, C. (2011). Introduction to E-business : Management and Strategy. Oxford: Taylor & Francis.

Daniel, Elizabeth, Wilson, Hugh, Myers, A. (2002). Adoption of E-Commerce by SMEs in the UK. International Small Business Journal, 20(3): 253–270.

Dominici, G. (2009). From Marketing Mix to E-Marketing Mix : a Literature Overview and Classification. International Journal of Business and Management, Vol. 4: 17–24.

Emdad, Ali F, Bhatt, G. D. (2001). An analysis of the virtual value chain in electronic commerce. Logistics Information Management, 14(1/2), 78–85.

Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More? International Journal of Marketing Studies, Vol. 1(1): 2–15.

Internet World Stats. (2015). Indonesia Usage and Population Stats. Retrieved January 20, 2016, from

Irjayanti, M., & Azis, A. M. (2012). Barrier Factors and Potential Solutions for Indonesian SMEs. Procedia Economics and Finance, Vol. 4: 3–12.

Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, Vol. 40 (3): 424–438.

Lloyd-Reason, L., Ibeh, K., & Deprey, B. (2009). Top barriers and drivers to SME internationalisation. Focus, Vol. 4: 1–32.

Merwe, R. Van Der, & Bekker, J. (2003). A framework and methodology for evaluating e-commerce Web sites. Internet Research, Vol. 13(5): 330–341.

Mukaila Ayanda, A., & Joseph Adefemi, B. (2011). Marketing Mix Practice as a Determinant of Entrepreneurial Business Performance. International Journal of Business and Management, Vol. 7(1): 205–214.

Musianto, L. S. (2002). Perbedaan pendekatan kuantitatif dengan pendekatan kualitatif dalam metode penelitian. Jurnal Management Dan Kewirausahaan, 4, 123–137.

Stokes, R. (2013). E-Marketing: The essential guide to marketing in a digital world. New York: Quirk Marketing (Pty) Ltd.

Tanuwidjodjo, S. (2016). Kualitas Layanan, Kepercayaan, dan Kepuasan Konsumen terhadap Loyalitas Konsumen OLSHOP di Surabaya. Retrieved from 1.pdf

Tech Asia. (2016). Transaksi E-commerce Indonesia Tahun Depan 4.5 Miliar. Retrieved June 6, 2016, from

Thomas, A. . (2016). How TOMS “One Day Without Shoes” Campaign Brings Staholders Together and Co-Creates Value for the Brand Using Instagram as A Platform. Journal of Fashion Marketing and Management: An International Journal, Vol. 5: 1–34.

Full Text: PDF

DOI: 10.15408/etk.v16i1.3950


  • There are currently no refbacks.

Copyright (c)