THE ROLE OF TECHNOLOGY MARKETING IN BUSINESS DEVELOPMENT UMKM AGENTS FOR REPURCHASE INTENTION AND ITS IMPACT ON THE COMMUNITY SATISFACTION IN NORTH SUMATERA

Abstract

Today bussiness competition is more stringent with the development of technology communication and information so consumers have known the completed information about products on to choose available in the market. It is caused by internet users in Indonesia has increased with the information technology growth quickly. The utilization of digital marketing is the promotion and  market search  by the digital media in an online manner to benefit from various social network facilities for example. The virtual world is no longer is only able to connect people with a device, but also between people with others around the globe. Digital marketing, consisting usually of interactive marketing and integrated way facilitates interaction between the manufacturer, an intermediary market, and expecting consumers. The use of the marketing concept  based on the digital marketing gives the best wish for UMKM to develop into a center of economic power. Candidates, consumers can find and get information about products only by means roam the virtual world so ease the process of his quest. Up to the present time, it was rarely the use of social media publication for UMKM and benefits of the use of social media UMKM in Indonesia, specifically the precinct north Sumatera. Because of the importance of information on how to the use of social media UMKM and benefits, so one would have to do with observational research. The purpose of this research is to know the influence of the business development of sustainability to the offender UMKM in North Sumatera against repeated the community interest in buying after doing the utilization of technology marketing. This research takes 100 samples in 5 districts of a city in north Sumatera purposive technique the sampling method. The method of Structural Equation Modeling (SEM) is a statistical technique that is able to analyze the latent variables and processing the data using path analysis

Keywords: technology marketing, consumer satisfaction, repurchase intention community