Digital Marketing Strategy Of Msmes During The Covid-19 Pandemic
Abstract
Penelitian ini fokus membahas bagaimana peran digital marketing sebagai strategi pemasaran bagi Usaha Mikro Kecil dan Menengah (UMKM) melalui konsep pemberdayaan ekonomi kerakyatan. Karena UMKM adalah sektor ekonomi masyarakat yang menjadi benteng menghadapi krisis. Oleh karenanya perlu strategi inovasi dalam mengembangkannya. Strategi ini merupakan langkah adaptasi untuk dapat bertahan dan bertransformasi menjadi UMKM unggulan di era revolusi industri keempat dan di masa pandemi. Covid-19. Penulisan artikel ini menggunakan penelusuran literatur dan memaknainya secara objektif melalui analisis masalah yang mendalam. Penulisan dengan metode kualitatif dapat menunjukkan interpretasi yang merupakan produk atau konsekuensi logis dari data yang diperoleh selama penelitian. Hasil penelitian menjelaskan bahwa pemasaran produk digital memberikan pelanggan kaum muda untuk memperoleh informasi tentang suatu produk dan dapat bertransaksi berbasis internet. Penjual dapat memantau perkembangan pasar, memperoleh informasi tentang kebutuhan, dan keinginan calon pelanggan. Selain itu, pemasaran digital lebih efektif dan efisien tanpa perlu sering melakukan mobilisasi.
Kata Kunci: Covid19; Pemasaran Digital, Pemasaran; Bisnis; UMKM
Abstrack
This study focuses on discussing the role of digital marketing as a marketing strategy for Micro, Small and Medium Enterprises (MSMEs) through the concept of empowering the people's economy. Because MSMEs are the economic sector of the community which is a stronghold in facing the crisis. therefore need an innovation strategy in developing it. This strategy is an adaptation step to be able to survive and transform into leading MSMEs in the era of the fourth industrial revolution and during the pandemic. Covid-19. The writing of this article uses literature search and interprets it objectively through in-depth problem analysis. Writing with qualitative methods can show interpretations which are a product or logical consequence of the data obtained during the study. The results of the study explain that digital product marketing provides young customers with information about a product and can make internet-based transactions. Sellers can monitor market developments, obtain information about the needs and wants of potential customers. In addition, digital marketing is more effective and efficient without the need for frequent mobilization.
Keywords: Covid-19; Digital Marketing, Marketing; Business; MSMEs
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DOI: https://doi.org/10.37531/sejaman.v5i1.1860
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