Analysis of Strengthening the "Digital Marketing" Strategy in Order to Maintain MSMEs Post Covid-19 Pandemic
Abstract
The Covid-19 pandemic has greatly affected the economy in the global environment, especially in developing countries due to the limited use of digital technology. The main victims of the Covid-19 pandemic are Micro, Small and Medium Enterprises (MSMEs). Digital marketing is a solution that can be taken by MSME to increase sales and also not to violate health protocols. The research method uses qualitative methods with a descriptive analytical approach. Descriptive research involves collecting data based on factors that support the research object, while qualitative research relates to ideas, perceptions, opinions, beliefs of the object of research and everything that cannot be measured with numbers. The conclusion obtained is that MSMEs must recognize changes in consumer behavior, transform proactively, and strengthen digital marketing strategies to stay connected with consumers. Public understanding regarding the use of digital marketing still needs to be improved so that marketing is carried out effectively and efficiently.
Keywords: Digital marketing, MSMEs, Pandemic
References
Ardiyanto & Yoga. 2018. Strategi Marketing Public Relations Dalam Rebranding HSBC Indonesia Untuk Membentuk Brand Awareness. Jurnal Fakultas Ilmu Komunikasi Univ. Prof. Dr. Moestopo.
Blankson and Nukpezah. 2019. Market orientation and poverty reduction: A study of rural microentrepreneurs in Ghana. Africa Journal of Management. doi:10.1080/23322373.2019.1676101.
Canakci A, Erdemir F, Varol T and Ozkaya S 2013 Powder Technology 247 24
Carracedo, P., Puertas, R., & Marti, L. 2020. Research lines on the impact of the COVID-19 pandemic on business. A text mining analysis. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.11.043.
Chen C, Zhang J, Duan C, Feng X and Y Shen 2016 J. Alloys and Compounds 660 208
Creswell, John W. 2015. Penelitian Kualitatif & Desain Riset. Yogyakarta: Pustaka Pelajar.
Effoduh, Jake Okechukwu. 2016. The Fourth Industrial Revolution by Klaus Schwab. The Transnational Human Rights Review
Fernandes, N., 2020. Economic effects of coronavirus outbreak (COVID-19) on the world economy. SSRN Electron. J. doi:10.2139/ssrn.3557504.
Hapsoro, B. B., Palupiningdyah, & Slamet, A. (2019). Peran Digital marketing sebagai Upaya Peningkatan Omset Penjualan Bagi Klaster UMKM di Kota Semarang. ABDIMAS 23 (2), 117-120.
Harto et al. 2019. Pelaksanaan Pemasaran Intenatiation untuk Meningkatkan Pendapatan UMKM. Jurnal Pengabdian Masyarakat. Volume (3) Nomer (1). ISSN 2549-8347.
Kamal. 2016. Pengaruh Receivable Turn Over Dan Debt to Asset Ratio (DAR) Terhadap Return on Asset (ROA) Pada Perusahaan Pertanian Yang 74 Terdaftar Di Bursa Efek Indonesia (BEI), Jurnal Ilmiah Manajemen dan Bisnis, Vol. 17 No. 02, 68-81.
Korankye. 2020. Financial Development and Economic Sustainability in ECOWAS Countries: the Role of Institutional Quality. Etikonomi: Jurnal Ekonomi, 19(1), 41 – 50. https://doi.org/10.15408/etk.v19i1.13709.
Lesmana, R., & Sunardi, N. (2021). Futuristic Leadership Through PEKA Analysis Approach. HUMANIS (Humanities, Management and Science Proceedings), 2(1).
Lesmana, R., Sunardi, N., & Kartono. The Effect of Financing and Online Marketing on MSMEs Income Increasing at Intermoda Modern Market BSD City Tangerang Selatan. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(7), 25-34
Lesmana, R., Sunardi, N., Hastono, H., & Widodo, A. S. (2021). Perceived Quality Membentuk Customer Loyalty via Brand Equity pada Pengguna Smartphone Merek Xiaomi di Tangerang Selatan. Jurnal Pemasaran Kompetitif, 4(2), 157-167
Lesmana, R., Sutarman, A., & Sunardi, N. Building A Customer Loyalty Through Service Quality Mediated by Customer Satisfaction. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(3), 38-45
Nicola, M., Alsafi, Z., Sohrabi, C. 2020. The socio-economic implication of the coranavirus pandemic (COVID-19): A review. Elsevier Public Health Emergency Collection. doi: 10.1016/j.ijsu.2020.04.018.
Oktaviani dan Rustandi. 2018. Implementasi Digital marketing dalam Memabngun Brand Awereness. PROfedi Humas. Volume 3, No. , hlm 1-20. ISSN 2528- 6927.
Oppong, et al., 2014. Micro and Small Scale Enterprises Development In Ghana. European Journal of Accounting Auditing and Finance Research. Vol.2, No.6, pp. 84-97
Sarfiah. 2019. UMKM sebagai Pilar Membangun Ekonomi Bangsa. Jurnal REP (Riset Ekonomi Pembangunan) 4 (2), 137-146.
Shafi M., Liu J., Ren W. Impact of COVID-19 pandemic on micro, small, and medium-sized Enterprises operating in Pakistan. Res. Glob. 2020;2 doi: 10.1016/j.resglo.2020.100018.
Sugiyanto, S., & Candra, A. (2019). Good Corporate Governance, Conservatism Accounting, Real Earnings Management, And Information Asymmetry On Share Return. Jiafe (Jurnal Ilmiah Akuntansi Fakultas Ekonomi), 4(1), 9-18.
Sugiyanto, S., & Setiawan, T. (2020). Liquidity, Profitability, Good Corporate Goverance, Corporate Value Committee. Proceedings Universitas Pamulang, 1(1).
Sunardi, N. (2020). Penilaian Kinerja Keuangan menggunakan Economic Value Added (EVA) dan Market Value Added (MVA) dengan Time Series Approach pada Industri Semen di Indonesia. JIMF (Jurnal Ilmiah Manajemen Forkamma), 3(2).
Wahyuningsih, Sri. 2009. Peranan UKM dalam Perekonomian Indonesia. Jurnal Ilmu-Ilmu Pertanian: Fakultas Pertanian Universitas Wahid Hasyim.
Wardhana. (2015). Strategi Digital marketing dan Implikasinya Pada Keunggulan Bersaing UMKdi Indonesia. In Seminar Nasional Keuangan dan Bisnis IV (pp. 327–337). Universitas Pendidikan Indonesia.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
