Digital Marketing as a Strategy to Defend MSMEs in the Covid-19 Pandemic

Danang Satrio, Ari Muhardono

Abstract


MSMEs actors are deemed to lack resilience and flexibility in facing the Pandemic due to several things such as the low level of digitization, difficulties in accessing technology and a lack of understanding of survival strategies in business. Basically, MSMEs actors must be able to survive and adapt to existing business developments because businesses that can survive are businesses that are responsive to the times. The use of digital marketing by MSMEs players has the potential to help MSME players in marketing their products during a pandemic. Digital marketing intends to initiate and circulate online information about the user's experience in consuming a product or brand, with the main goal of engaging the community. In doing digital marketing, MSMEs players are required to always learn and think openly to increasingly developing technology. Of course, digital marketing also considers using suitable media and the right way of communication that is tailored to the selected segment or market share. So that marketing will be more effective and not wrong target.

Keywords


Digital Marketing. MSMEs, Covid-19 Pandemic

Full Text:

PDF

References


Chaffey, D., Chadwick, F. E., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation, and Practice. United States: Prentice Hall

Chaffey, D., & Chadwick, F. E. 2016. Digital Marketing Strategy, Implementation, And Practice. United Kingdom: Pearson Education Limited.

Heidrick and Struggles. 2009. The Adoption of Digital Marketing in Financial. Services Under Crisis.

Iram , M., & Chopade, T. 2018. Effectiveness of Digital Advertising on Instagram Followers. International Conference Business Remodelling: Exploring New Initiatives In Key Business Functions (pp. 283-302). Nagpur: Tripude Institue of Management Education.

Laena, I. 2010. Membedah UMKM Indonesia: Sebuah Kajian Tentang Strategi Pemberdayaan & Pengmebangan Usaha Mikro Kecil Menengah di Indonesia, Jakarta: Lugas Foundation.

Lai, C.-C., Shih, T.-P., Ko, W.-C., Tang, H.-J., & Hsueh, P.-R. (2020). Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) and corona virus disease-2019 (COVID-19): the epidemic and the challenges. International Journal of Antimicrobial Agents, 55(3), 105924.

Mungkasa, O. (2020). Bekerja dari Rumah (Working From Home/WFH): Menuju Tatanan Baru Era Pandemi COVID 19. Jurnal Perencanaan Pembangunan: The Indonesian Journal of Development Planning, 4(2), 126–150.

OECD. 2020. SME Policy Responses.

Oktaviani. F. Rustandi. D. 2018. Implementasi Digital Marketing dalam Membangun Brand Awareness. PRofesi Humas, Volume 3, No. 1, 2018, hlm. 1-20

Pakpahan, A. K. 2020. COVID-19 dan Implikasi Bagi Usaha Mikro, Kecil, dan Menengah.

Purwana ES, Dedi, Rahmi, Aditya, S. 2017. Pemanfaatan Digital Marketing Bagi Usaha Mikro , Kecil , Dan Menengah ( Umkm ). Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17.

Rachmawati. F. 2018. Penerapan Digial Marketing Sebagai Strategi Komunikasi Pemasaran Terpadu Produk Usaha Kecil dan Menengah (UKM) Pahalawan Ekonomi Surabaya

Republik Indonesia. 2008. Undang-Undang No.20 Tahun 1999 tentang Usaha Mikro, Kecil dan Menengah. Lembaran Negara RI Tahun 2008, No. 93. Sektretariat Negara. Jakarta

Rosita. R. 2020. Pengaruh Pandemi COVID-19 Terhadap UMKM di Indonesia. Jurnal Lentera Bisnis Volume 9 No 2, November 2020

Ryan, D. (2014). Understanding Digital Marketing. Great Britain: Kogan Page Limited.

Sanjaya, R., & Tarigan, J. (2009). Creative Digital Marketing. Jakarta: Elex Media Komputindo.

Santoso, Y.I. 2020. Menghitung dampak Covid19 terhadap dunia usaha hingga UMKM,” Kontan.co.id,

Sohrabi C, Alsafi Z, O’Neill N, et al. (2020). World Health Organization declares global emergency: A review of the 2019 novel coronavirus (COVID19). International Journal of Surgery. 76, 71-76.

WHO. 26 March (2020). Critical Preparedness. Readliness and Response Actions for Covid-19.

Undang-undang Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah.




DOI: http://dx.doi.org/10.33021/firm.v7i1.1545

Refbacks

  • There are currently no refbacks.


Articles in FIRM: Journal of Management Studieshave been indexed in major research databases, including:

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.