B2B STRATEGY IN INCREASING REVENUE AND PRODUCT PROMOTION OF TEMPE HOME INDUSTRY EROWATI SEMARANG

Abstract

Business to business is a sales process carried out by one business to another business with a cooperation
agreement to obtain the same income. In this case, the tempe home industry has implemented a B2B
strategy with a system of marketing the results of the tempe business directly to tempe entrepreneurs and
traditional markets in Semarang. This research aims to describe the strategy of the tempe household
industry in increasing its potential, development and obstacles faced as well as solutions. This research
method uses a descriptive qualitative approach. The research results show that: (1) The level of
production failure in the tempe making process can occur when target market identification, relevant
product offerings, pricing and purchasing conditions are not established, and strategic partnerships are
not established. Thus, resulting in low income, (2) Marketing is essential for MSME businesses including
the use of social media and websites, use of social media and websites, special offers and trials through
creative tourism models, namely educational tourism.