Website as a Marketing Medium for Small-Scale Businesses in Indonesia: An Analysis of Processed Salted Fish Products Website’s Quality

Indonesia, like other archipelagic countries, relies on the fisheries sector as a key contributor to its economy. This contribution is additionally bolstered by the utilization of preexisting fishery product derivatives, such as salted fish. Presently, salted fish, a popular product in Indonesia, is promoted in a straightforward and traditional manner. Websites can serve as a dependable platform for internet marketing due to the extensive market and technological advancements that support it. Nevertheless, numerous academic findings indicate that the quality of a website is impacted by multiple factors, including design, layout, user-friendliness, and the clarity of information provided. This study intends to assess key areas of website quality for processed salted fish items. The findings of this study, which utilized quantitative methods and SPSS 23.0 as an analytical tool, demonstrate that website users from different generations have varying preferences when it comes to product images. Specifically, for users belonging to the generation Y, the aspect of good quality in the images of the marketed products is the most significant factor, whereas for other generations, different factors play a more prominent role. This study underscores the importance of consistently providing readily accessible and unambiguous information, particularly in relation to products, particularly in cases where there are modifications or additions to the product. In addition, business actors might utilize marketing strategies that involve live streaming on platforms like TikTok. This is due to the immense popularity of this marketing medium, particularly in Indonesia.