The Crucial Role of the Eyek Community in Magelang: Enhancing Trade Sustainability and Group Communication Annis Azhar Suryaningtyas, Lintang Muliawanti, Prihatin Dwihantoro, Fadillah Sandy
Universitas Muhammadiyah Magelang, Magelang, Indonesia
Abstract
Mobile vegetable vendors, known as ^eyek,^ offer a promising community-level marketing network throughout Magelang Regency, providing MSME items directly to clients^ doorsteps due to their extensive presence and strong customer relationships. Furthermore, eyek relies on word-of-mouth marketing to reach their target audience.
This study aims to explore trust-building measures between MSMEs and mobile vegetable vendors. The qualitative methodology employs in-depth interviews and Focus Group Discussions (FGD) in a phenomenological data collection approach, accompanied by inductive data analysis. The findings emphasize the Eyek Community^s vital role in Magelang^s trading sustainability and group communication efficiency. The presence of shared rules and conventions fosters a collective commitment. Effective group communication is essential for enhancing the program^s direct and personal sales approach, nurturing community bonds, increasing engagement, understanding needs and challenges, resolving issues, establishing trust, and maintaining consistent information delivery.
Keywords: Mobile vegetable vendors, Eyek, Community-level marketing network
