Innovation of Digital Start Up Business Model with 4As Marketing Approach and its Application in Small and Medium-Sized Enterprises in South Sulawesi

摘要

The purpose of this research is to discuss the innovation of Digital Start Up business model with 4As Marketing Approach and its application to Small and Medium-sized Enterprises in South Sulawesi. The 4As approach in Marketing is 1) Acceptability, 2) Affordability 3) Accessibility, and 4) Awareness. Dependent variable in this research is the performance of the SMEs. Independent Variable in this research is the Innovation of Digital Start Up Business Model. This research is a true experimental study, by giving treatment to the respondents in the form of simple Start Up training. In this study, a 2 × 2 design between subject pattern was used. Between subject design compares the effect of different treatments on different subjects. The results of this research showed that the innovation of the Start Up business model improving the SMEs sales performance. The 4A's Marketing approach shows percentages70% for aspects of Acceptability and Affordability, 45% for aspects of Accessibility and 55% for Awareness.