Efektivitas Digital Marketing di Era New Normal pada UMKM di Tanjungpinang
Abstract
Covid-19, yang biasa disebut sebagai Coronavirus, telah menjadi pandemi karena ditularkan dengan sangat cepat di seluruh dunia. Situasi pandemi ini menyebabkan orang menerapkan pembatasan sosial. Dampak Covid-19 bersifat komprehensif bahkan bagi pelaku usaha UMKM. Penggunaan digital marketing merupakan salah satu solusi bagi UMKM yang sebagian besar mengalami kerugian akibat penurunan pendapatan yang signifikan. Penelitian ini bertujuan untuk mengetahui sejauh mana efektivitas digital marketingdalam membantu bisnis UMKM bertahan di new normal. Penelitian ini adalah penelitian metode campuran. Metode kuantitatif dimaksudkan untuk mengukur kekuatan iklan melalui model AIDA. Wawancara dengan 114 UMKM di Tanjungpinang dilakukan untuk memperkuat temuan kuantitatif tersebut. Hasil dari model AIDA menunjukkan bahwa digital marketing efektif dalam meningkatkan ketertarikan konsumen hingga mampu meyakinkan konsumen untuk membeli dengan rata-rata skor keseluruhan 4.01 yang menunjukkan hasil efektif. Selanjutnya hasil wawancara menunjukkan 78% pelaku UMKM merasakan dampak positif dari penggunaan digital marketing di era new normal.
Kata Kunci : Covid-19, digital marketing, AIDA, SMEs
Abstract
Covid-19, commonly referred to as Coronavirus, has become a pandemic because it is transmitted very quickly worldwide. This pandemic situation was causing people to apply sosial restrictions. The impact of Covid-19 is comprehensive even to SMEs businesses. The use of digital marketing is one of the solutions for MSMEs that mostly suffer losses due to a significant decrease in income. This research aims to determine the extent of the effectiveness of digital marketing in helping MSMEs businesses survive in the new normal. This research is a mixed methods research. Quantitative method intended to measure an advertisement's strength through AIDA model. The interview with 114 MSMEs in Tanjungpinang was conducted to strengthen the quantitative finding. The results of the AIDA model show that digital marketing is effective in increasing consumer interest to be able to convince consumers to buy with an average overall score of 4.01 which shows effective results. Furthermore, the interview results showed that 78% of MSME players felt the positive impact of using digital marketing in the new normal era.
Keywords : Covid-19, digital marketing, AIDA, SMEs
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DOI: https://doi.org/10.37531/sejaman.v4i3.2770
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