STRATEGI PEMASARAN USAHA MIKRO KECIL MENENGAH DI MASA PANDEMI
DOI:
https://doi.org/10.22515/academica.v5i1.4115Abstract
The Covid-19 pandemic has caused economic shocks that have had an impact on the global economy from the macro level to the global micro level. This pandemic has also dictated many economic and political policies, for example, layoffs and stay-at-home rules during this pandemic. This study aims to examine the effectiveness of online marketing to increase company revenue; Identify factors that influence online marketing strategies; and Provide alternative recommendations in online marketing strategies to be applied in Micro, Small, and Medium Enterprises (MSMEs). While the method used is a qualitative research method with a descriptive approach. This study establishes that social media is an effective marketing medium to promote MSME products, then the types of social media, product types and target markets are linear and empirical, meaning that each type has its own treatment and approach. specific one. The results of this study indicate that marketing strategy using social media is an effective way to maintain and increase the profit of MSME business results during the Covid-19 pandemic and this is line with social media theory.
Keywords: MSMEs; Social Media; Promotional Mix; Target Market
Downloads
References
Abdullah, R., Malik, E., Adan, LM. H., Dja’wa, A. (2021). Penerapan Strategi Pemasaran Sebagai Upaya Meningkatkan Usaha Kecil Dan Menengah Di Desa Wawoangi Kec. Sampoiawa Di Tengah Pandemic Covid-19. Communnity Development Journal, 2(1), 76-80. https://doi.org/10.31004/cdj.v2i1.1455
Agustini, P. (2021). Warganet Meningkat, Indonesia Perlu Tingkatkan Nilai Budaya Di Internet. Retrieved June 20, 2021 from Kemkominfo website: https://aptika.kominfo.go.id/2021/09/warganet-meningkat-indonesia-perlu-tingkatkan-nilai-budaya-di-internet/
Baskoro, F. M. (2020). UMKM Sektor Kuliner, Jasa, Dan Konveksi Paling Terdampak Pandemi. Retrieved June 20, 2021 from beritasatu.com website https://www.beritasatu.com/ekonomi/698453/umkm-sektor-kuliner-jasa-dan-konveksi-paling-terdampak-pandemi
Bastian, A. (2015). Analisis Strategi Bisnis Dan Perancangan Strategis Sistem Informasi Pada Perguruan Tinggi Swasta (Studi Kasus: Universitas Majalengka). Infotech Journal, 1(1), 55–61. http://dx.doi.org/10.31949/inf.v1i1.35
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are Social Media Replacing Traditional Media In Terms Of Brand Equity Creation? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948
Dewiani, R. (2021). Komunikasi Personal. Surakarta.
Dina. (2021). Komunikasi Personal. Surakarta.
Dinawan, M. R. (2010). Analisis Faktor–Faktor Yang Mempengaruhi Keputusan Pembelian (Studi Kasus Pada Konsumen Yamaha Mio PT Harpindo Jaya Semarang), Tesis (Unpublished). Semarang: Universitas Diponegoro.
Hasan, S. (2021). Pengaruh Sosial Media Dalam Peningkatan Pemasaran UMKM Kuliner Selama Pandemi Covid-19 (Studi Kasus: UMKM Kuliner Kota Bangkinang, Provinsi Riau). Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 30–40.
Jermias, J. (2008). The Relative Influence Of Competitive Intensity And Business Strategy On The Relationship Between Financial Leverage And Performance. British Accounting Review, 40(1), 71–86. https://doi.org/10.1016/j.bar.2007.11.001
Mekarisce, A. A. (2020). Teknik Pemeriksaan Keabsahan Data Pada Penelitian Kualitatif Di Bidang Kesehatan Masyarakat. Jurnal Ilmiah Kesehatan Masyarakat, 12(33), 145–151. https://doi.org/10.52022/jikm.v12i3.102
Nainggolan, E. M. & Oeilliam, K. F. (2019). Pengaruh Merek Dan Iklan Terhadap Daya Beli Konsumen Di PT. Inkado Trading Coy Krakatau Medan (Studi Kasus Pada Konsumen Honda Yang Membeli Unit CB 150). Jurnal Mutiara Manajemen, 4(2), 367–378.
Nasrullah, R. (2015). Media Sosial Perspektif Komunikasi, Budaya, Dan Sosioteknologi. Bandung: Simbiosa Rekatama Media.
O’Brien, J. P. (2003). The Capital Structure Implications Of Pursuing A Strategy Of Innovation. Strategic Management Journal, 24(5), 415–431. https://doi.org/10.1002/smj.308
Pomantow, R. A. P., A. Tumbuan, W. J. F. A., & Loindong, S. S. (2019). Pengaruh Kualitas Produk Dan Harga Terhadap Daya Beli Bahan Bakar Jenis Pertalite. Jurnal EMBA, 7(1), 521–530. https://doi.org/10.35794/emba.v7i1.22441
Parent, M., Plangger, K., & Bal, A. (2011). The New WTP: Willingness To Participate. Business Horizons, 54(3), 219–229. https://doi.org/10.1016/j.bushor.2011.01.003
Philip, K., & Armstrong, G. (2012). Principles Of Marketing (15th ed.). London, United Kingdom: Pearson Education Limited.
Prabowo, W. A. (2016). Pengaruh Digital Marketing Terhadap Organizational Performance Dengan Intellectual Capital Dan Perceived Quality Sebagai Variabel Intervening Pada Industri Hotel Bintang Tiga Di Jawa Timur. Jurnal Manajemen Pemasaran, 12(2), 101–112. https://doi.org/10.9744/pemasaran.12.2.101-112
Romdonny, J., & Rosmadi, M. L. N. (2018). Peran Media Sosial Dalam Mendukung Pemasaran Produk Organisasi Bisnis. IKRA-ITH Ekonomika, 1(2), 25–30.
Rosmadi, M. L. N. (2021). Penerapan Strategi Bisnis Di Masa Pandemi Covid-19. Jurnal IKRA-ITH Ekonomika, 4(1), 122–127.
Rosyada, M., & Wigiawati, A. (2020). Strategi Survival Umkm Batik Tulis Pekalongan Di Tengah Pandemi Covid-19 (Studi Kasus Pada “Batik Pesisir†Pekalongan). Jurnal Bisnis Dan Kajian Manajemen, 4(2), 189–214. https://doi.org/10.35308/jbkan.v4i2.2424
Shahnaz, N. B. F., & Wahyono, W. (2016). Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online. Management Analysis Journal, 5(4), 289–399.
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Turban, E., King, D., Lee, J. K., Liang, T.-P, & Turban, D. C. (2015). Electronic Commerce: A Managerial And Social Networks Perspective (Springer Texts In Business Ang Economics). Berlin/Heidelberg, Germany: Springer.
Utama, I. D. (2019). Analisis Strategi Pemasaran Pada Usaha Mikro Kecil dan Menengah (UMKM) Pada Era Digital Di Kota Bandung. Equilibrium, 7(1), 1-10. http://doi.org/10.25273/equilibrium.v7i1.3829
Van Dijck, J. (2013). The Culture Of Connectivity: A Critical History Of Social Media. Oxford, United Kingdom: Oxford University Press.
Wahyunti, S. (2020). Peran Strategis UMKM Dalam Menopang Perekonomian Indonesia Di Tengah Pandemi Covid-19. Jurnal Ekonomi Syariah, 3(2), 280-302.
Downloads
Published
Issue
Section
Citation Check
License
Copyright (c) 2021 Academica : Journal of Multidisciplinary Studies
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
