Analysis of Whatsapp Business Utilization in Micro, Small and Medium Enterprises (MSME) Marketing in Covid-19 Pandemic & New Normal Era (Case Study in MSME of Jabar Juara Depok City)
Abstract
The COVID-19 pandemic has had a negative impact on multi-sector businesses including Micro, Small and Medium Enterprises (MSMEs), especially when the implementation of the Policy for Enforcement of Community Activity Restrictions where community mobility is severely restricted, resulting in a decrease in sales turnover of MSME products. The Policy for Enforcement of Community Activity Restrictions was called as PPKM. This limitation of community mobility has narrowed the space for both MSME actors to produce products or services and consumers of MSME products. The COVID-19 pandemic has forced MSMEs to be able to change their marketing strategies in order to survive during this pandemic. One of the marketing strategy solutions offered is the use of technology in the form of the Whatsapp Business application. Training on the use of the Whatsapp Business application for Marketing Optimization of Food MSMEs was given to MSME of Jabar Juara Depok City. This training is carried out in a series of community service activities, with the aim of providing counseling, assistance and training on marketing strategies for food MSME products that are effective and applicable to be implemented during the COVID-19 pandemic. The method used is focus group discussion, interview and training on the use of WhatsApp business social media technology as a means of marketing food MSME products. The result of this activity shows that information sharing and technology transfer and the participation of the government, university and other stakeholders in efforts to assist and develop MSMEs are highly expected by MSME Business Actors at the field level. The conclusion of this activity is althgouh the situation is in difficult conditions such as the covid 19 pandemic, there are still concrete strategies that can be carried out by Food MSME business actors in the context of optimizing the marketing and sales of their products, including the use of the WhatsApp businees application.
Keywords: MSMEs Food, COVID-19 Pandemic, Whatsapp Business
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