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Utilization of Digital Marketing for MSME Players as Value Creation for Customers during the COVID-19 Pandemic



The Covid-19 pandemic since the beginning of 2020 has changed all aspects of people's lives. The community must start a new life adaptation where the implementation of health protocols is not only mandatory but also a lifestyle trend. One of the new habits that many people are starting to implement is online shopping. This is an opportunity for MSMEs in Indonesia to be able to take this opportunity so that they can develop and sustain their business in the midst of the COVID-19 pandemic. Therefore, it is necessary for MSME players to be introduced to Digital Marketing. The goal of this study is to introduce the deployment of small and medium-sized enterprises in the MSME sector during the COVID-19 pandemic. This review takes a qualitative approach, using a literature review, to examine and solve research content issues. The results of the research show that digital marketing is very helpful for MSME players in Indonesia because with the various benefits that digital marketing has, it can increase the sales turnover of MSME players. However, digital marketing has not been widely applied to the MSME sector in Indonesia due to several factors, including not yet technological literacy, inadequate supporting facilities to Indonesia's geographic conditions which become obstacles. Therefore, researchers recommend a few simple things how to start a business with digital marketing, such as starting to determine marketing goals, marketing targets, determining the digital platform to use; determine the budget, and create content that can attract consumer attention. In this study, the authors also describe the added value obtained by customers who use digital marketing.
International Journal of Science and Society, Volume 3, Issue 1, 2021
IJSOC © 2021
Utilization of Digital Marketing for MSME
Players as Value Creation for Customers
during the COVID-19 Pandemic
Finny Redjeki1, Azhar Affandi2
1Universitas Sangga Buana, Indonesia
2Universitas Pasundan, Indonesia
The Covid-19 pandemic since the beginning of 2020 has changed all aspects of people's
lives. The community must start a new life adaptation where the implementation of health
protocols is not only mandatory but also a lifestyle trend. One of the new habits that many
people are starting to implement is online shopping. This is an opportunity for MSMEs in
Indonesia to be able to take this opportunity so that they can develop and sustain their
business in the midst of the COVID-19 pandemic. Therefore, it is necessary for MSME
players to be introduced to Digital Marketing. The goal of this study is to introduce the
deployment of small and medium-sized enterprises in the MSME sector during the COVID-
19 pandemic. This review takes a qualitative approach, using a literature review, to
examine and solve research content issues. The results of the research show that digital
marketing is very helpful for MSME players in Indonesia because with the various benefits
that digital marketing has, it can increase the sales turnover of MSME players. However,
digital marketing has not been widely applied to the MSME sector in Indonesia due to
several factors, including not yet technological literacy, inadequate supporting facilities to
Indonesia's geographic conditions which become obstacles. Therefore, researchers
recommend a few simple things how to start a business with digital marketing, such as
starting to determine marketing goals, marketing targets, determining the digital platform to
use; determine the budget, and create content that can attract consumer attention. In this
study, the authors also describe the added value obtained by customers who use digital
Keywords: Digital Marketing, Pandemic, COVID-19, MSME, Customers.
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The COVID-19 pandemic that originated in Wuhan China has spread almost
all over the world. Not more or less 200 countries including Indonesia. The impact of
the pandemic caused crises in various sectors, both in the health, education and
economic sectors (Buheji et al., 2020; Bahtiar & Saragih, 2020). In the health sector,
health services, both in hospitals and health services, are very overwhelmed in
accepting COVID-19 patients, so sometimes they have to build temporary hospitals
like the example in athletes' houses. In the field of education, the policy of learning
online without meeting face to face results in students not getting maximum
learning. In the economic sector the impact of COVID-19 is more pronounced, many
companies lay off and even lay off their employees because of decreased production,
many businesses have closed and or reduced sales (Ilpaj & Nurwati, 2020; Dewi,
2020; Sihaloho, 2020).
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One of the economic impacts of COVID-19 is on the micro, small and
medium-sized enterprises (SMEs) market. Small and medium-sized companies play
an important part in the Indonesian economy (Thaha, 2020; Pakpahan, 2020). The
Ministry of Cooperatives and Small and Medium Enterprises (Kemenkop UKM)
reported that in 2018, the number of MSMEs in Indonesia was around 64,194,057
units, with an absorption capacity of 116,978,631 total workforce. This figure is
equivalent to 99% of the total business units in Indonesia, with the percentage of
labor absorption in the economic sector equivalent to 97%. While the remaining 3
percent is divided into large industrial sectors (Koperasi, 2018). Armed with
preliminary research in April 2020, with a sample of MSMEs recorded at the
Ministry of Cooperatives and Small and Medium Enterprises, it was reported that
56% of MSMEs claimed to have decreased in sales turnover due to the Covid-19
pandemic, 22% experienced difficulties in obtaining financing/credit, 15%
experienced problems in the distribution of goods, and the remaining 4% reported
difficulties in obtaining raw materials.
The occurrence of the COVID-19 Pandemic has caused the government to
issue a policy of restrictions in terms of travel, activities or activities that invite
crowds. The policy known as Large-Scale Social Restrictions or PSBB causes
economic activities to slow down or even stop. The MSME sector which relies on
daily economic activities is certainly the most affected (Sugiri, 2020). Small traders
who rely on people's daily activities will experience a decrease in turnover because
no one spends their money. In the culinary field, many restaurant entrepreneurs
such as warteg businesses have closed their businesses because consumers do not eat
at their restaurants. Small entrepreneurs will also find it difficult to market and get
raw materials for production
The government has made a variety of attempts to ensure that Micro, Small
and Medium Businesses will endure this COVID-19 pandemic. Starting to provide
capital assistance in the MSME sector, providing credit relaxation and empowerment
to these MSMEs. One form of empowerment for MSMEs is introducing the concept
of digital marketing. According to Hardilawati (2020), the survival plan for small
and medium-sized businesses consists of e-commerce trading, internet marketing,
enhancing product quality and introducing facilities, as well as creating and
leveraging consumer marketing partnerships. Several previous studies have
revealed that in the aftermath of the COVID-19 pandemic, internet marketing has a
positive effect on the economy (Awali & Rohmah, 2020; Anjanningrum, 2020).
However, in implementing the concept of digital marketing for MSME business
actors, it is still constrained by human resources because as it is known, MSME
actors consist of educational backgrounds and in general they are low educated and
very blind to the development of information technology that is developing rapidly
(Anggara et al., 2019).
Digital marketing is the single most reliable marketing technique for
surviving the Covid-19 pandemic so that the decline in marketing performance does
not reach 100%. As the results of Yamin's research (2017) as well as the findings of
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Sidi & Yogatama (2019), showing that there is a significant effect on the use of digital
marketing on enhancing marketing efficiency. Even though during the Covid-19
pandemic, the impact of digital marketing was not really felt by SMEs because
people's purchasing power also decreased drastically as a result of the PSBB and
other policies.
Based on the description above, the authors obtained several problem
formulations, namely: how to make these MSME players survive in the COVID-19
pandemic situation that occurs; how the concept of digital marketing can be
implemented to MSME players in the midst of their limited educational background
and how to find the right method or strategy so that MSME players can understand
the concept of digital marketing well.
With this research, it is hoped that MSME players can implement digital
marketing by utilizing currently developing technology so that they can survive
amid the COVID-19 pandemic which until now is known to be over.
1. Digital Marketing
Nowadays the term digital marketing or digital marketing is one of those
terms that might make your business sound more 'sophisticated'. Popularly used in
the early 2000s, digital marketing has actually been around for a long time. If traced
further, he is even 100 years older (Kannan, 2017).
Guglielmo Marconi, the inventor of radio, is considered to be the person who
first made people think about digital marketing. In 1986, Marconi showed the public
how signals can be transmitted without cables. This is the origin of radio as we know
it today. The invention of radio certainly did not immediately lead to the emergence
of digital marketing. It took up to 10 years for radio technology to be widely
introduced to the public. And of course it didn't take long until people realized that
this new technology could be used as a means of marketing, aka marketing.
You must be surprised. Without smart phones, any application, even
Facebook and blog ads, doesn't exist yet, but people are already familiar with digital
marketing. From this it can be concluded that digital marketing was originally not
related to the internet at all. So, what exactly is digital marketing?
Digital marketing is a marketing or advertising operation of a brand or
product using digital media or the Internet. The goal of digital marketing is to reach
customers and future consumers rapidly. As we know, the embrace of technology
and the Internet in society is very broad, so it is no surprise that digital marketing
practices are the key option for businesses.
According to Ridwan Sanjaya and Josua Tarigan (2009), digital marketing is a
marketing practice that involves branding and uses a range of platforms such as
blogs, portals, e-mails, etc. Meanwhile, according to Kleindl & Burrow (2005), digital
marketing is a process of planning and implementing concepts, ideas, prices,
promotions and distribution. In simple terms, it can be interpreted as the
development and maintenance of mutually beneficial relationships between
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consumers and producers. Digital marketing uses the development of the digital
world to do advertising that is not heralded directly but has an influential effect
(Heidrick & Struggles, 2009).
A lot of digital marketing is used by companies, proving that digital
marketing has many advantages and benefits. Some of the advantages of digital
marketing compared to conventional types of marketing include (Wardhana, 2015):
a. Speed of Spread. Marketing strategies using digital media can be done very
quickly, even in seconds. In addition, DM can also be measured in real time
and precisely.
b. Ease of Evaluation. By using online media, the results of marketing activities
can be immediately known. Information such as how long your product has
been watched, how many people view your product, what percentage of sales
conversions are from each ad and so on. After knowing this kind of
information, then you can evaluate which ads are good and bad. So you can
improve for the next period.
c. Wider reach. The next advantage is the geographical coverage of the DM
which is wide. You can spread your brand or product around the world in
just a few easy steps by using the internet.
d. Cheap and effective. Of necessity, digital marketing is much cheaper and
more effective relative to conventional marketing. According to Gartner's
Digital Marketing Spend Report, up to 40% of the budget expenses have been
saved. In addition, the study also indicates that 28 per cent of small businesses
will turn to digital since it has been seen to be more successful.
e. Build a brand name. Digital marketing helps you build a good brand name.
The existence of a virtual world with the presence of your brand is very
important since people are going to check online before purchasing your
Digital Marketing has several forms, including:
a. Website. It plays a big role in showing the professionalism of the company,
helping consumers to know your business, efficient promotion and easy
business media.
b. Search Engine Marketing. Attempts to make company websites easy to find in
search engine systems. Search Engine Marketing is divided into Search
Engine Optimization (SEO) and Search Engine Marketing (SEM). SEO is done
alone takes longer and is cheaper, whereas SEM is paid but is faster.
c. Social Media Marketing. Circulate platforms on social media like Facebook
and Twitter because they can be done at minimal costs and even for free. This
of course can increase the company's brand.
d. Online Advertising. Promotion media via the internet for a fee. This can get
consumers more quickly and satisfactorily but is somewhat more expensive
than the previous type.
e. Email Marketing. You can provide the latest information about ongoing
promotions or the latest products or services.
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f. Video Marketing. In this way, you can immediately explain about your
business, explain the product and how to use it and display customer
2. Micro, Small and Medium Enterprises (MSME)
Micro, Small and Medium Enterprises (MSMEs) are the industry classes with
the highest number of firms (Wahyuningsih, 2009). In comparison, this group has
proved to be immune to different forms of shocks to the economic crisis. So it is
imperative to strengthen MSME groups that involve many groups (Ardiyanto &
Yoga, 2018). The criteria for businesses that are included in Small and medium-sized
enterprises (SMEs) have been regulated in a legislative system based on law.
Based on Law Number 20 of 2008 concerning Micro, Small and Medium
Enterprises, there are several criteria which include:
a. Micro-enterprises, i.e. profitable enterprises operated by individuals and/or
independent business companies that fulfill the legal requirements for micro-
b. Small Business is a profitable commercial activity which stands alone and is
carried out by individuals or business organizations which are not a
subsidiary or division of a corporation which is owned, operated or is part,
either directly or indirectly, of a medium or large enterprise which fits the
business requirements. which is regulated by law.
c. Medium Business: An independent productive economic enterprise, it is
carried out by a person or corporate organization that is not a division or
branch of a corporation that is owned, managed or part, either directly or
indirectly, of a small or large business with a total net value. Or annual gross
revenue as governed by statute.
In general, the criteria for MSMEs that must be met according to Law Number
20 of 2008 can be seen in table 1 below:
Table 1 Criteria for MSMEs according to Law No. 20 of 2008
Micro Business
Min50 Million
Max 300 Million
Small Busniness
50-500 Million
300 juta-2,5 Billion
Medium Business
500 Juta-10 Million
2,5-50 Billion
While MSME-targeted firms are not as big as large corporations, many people
are comfortable doing business at this level because of the advantages given to micro
and small and medium-sized organizations, and these advantages are difficult to
achieve at the giant level of business. One of the key benefits is the simplicity at
which business technologies are implemented, especially in the field of technology.
The introduction of the new technologies is simpler to achieve in order to improve
the success of the MSME sector because it does not have a cumbersome structure
and a complicated structure. Apart from the ease of deployment of technology, the
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advantage of the employee partnership factor is that it is narrower in scale and the
ability to adjust the company to dynamic market conditions.
MSMEs can be distinguished from large businesses by recognizing several
characteristics (Prasetyo, 2008). These characteristics include:
a. The place of business can move around, not staying in one place
b. The types of goods sold can change at any time, there is no strict SOP that
regulates this
c. Simple financial administration, sometimes personal finances and company
finances are still combined
d. Most do not have business legality
e. There is no strict and systematic system that regulates HR issues within
business entities
In 2014-2016, the number of small and medium-sized enterprises (SMEs) was
more than 57,900,000 units and is expected to increase to more than 59,000,000 units
in 2017. And in 2016, The President of the Republic of Indonesia claimed that small
and medium-sized businesses with strong resilience would be able to support the
economy of the nation even through the global crisis. In November 2016 President
Joko Widodo (Jokowi) received these business people at the Merdeka Palace to be
asked for their opinions. Jokowi really hopes that small, micro and medium
enterprises will be at the forefront of developing the people's economy.
The medium-sized businesses have been the backbone of the Indonesian and
ASEAN economies. About 88.8-99.9 per cent of ASEAN companies are micro, small
and medium-sized enterprises with job rate of 51.7-97.2 per cent. This company
constitutes 99.99 per cent of the overall business players in Indonesia, or as many as
56.54 million units. Therefore, cooperation for the empowerment and resilience of
micro, small and domestic businesses needs to be prioritized.
There are several factors that influence the development of Small and
Medium Enterprises (MSMEs) in Indonesia, including:
a. Utilization of Technology, Information and Communication Facilities. The
progress of MSMEs is carried out by the development of increasingly
developing technology. The findings of the study reveal that one of the
achievements of a company is the promotion of good technologies which is
right on the mark. In 2017, 8 million micro business units. small and friendly
who have gone digital. This figure is expected to continue to increase for the
sustainability and progress of business in Indonesia.
b. Ease of Capital Loans. The growth of micro, small and medium-sized
enterprises in Indonesia cannot be isolated from funding for banking in
Indonesia. To encourage the growth of MSMEs, it is necessary to open access
to financing from banks and to allocate special credit for MSMEs.
c. Lowering the PPH tax rate. A decrease in income tax rates will have a good
impact on MSME business owners to make it easier for businesses to carry out
tax obligations to the state and also provide opportunities for business
development and investment because of the desire to reduce tax rates.
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MSMEs are increasing rapidly because of the fast spread and the large
number of people who see your promotion in marketing. With this online marketing
strategy someone can find our products because they need them. This online
marketing strategy can also increase product branding and your company to be
more impressed professional and stronger because it has spread everywhere.
Doing online marketing tends to be easier, because with this you no longer
need to bother determining when your store should open. Online product marketing
is also seen by a customer, they can see your products on your online shop site
anytime and anywhere without must come to your shop, and they can order it
immediately when they are comfortable with your products that you have been
The pandemic period hit the MSME sector badly. Some businesses were able
to survive, but not a few of them ultimately had to accept the fate of going out of
business. In addition to business competition, it is also necessary to develop their
business by creating competitive advantages over competitors (Purwanti et al., 2020.
In addition to surviving with a competitive advantage, product marketing strategies
must also receive attention. By implementing various strategies, the sustainability of
these micro and medium enterprises can survive the pandemic storm (Al Rasyid &
Indah, 2018; Septiani et al., 2019).
3. Customer
Customer is a consumer in the form of a buyer or service user who has carried
out a purchase or service use repeatedly due to the satisfaction it has received from
the seller or service provider. According to Greenberg (2010), a customer is a person
or a collective who purchases a physical product or service by weighing different
factors such as price, cost, place, service and so on, on the basis of their own
decisions. While Lupiyodi & Hamdani (2006), customer is someone who has
regularly come to the same location to buy products or get the services he wants
because he is satisfied with these goods and services.
Customers based on their characteristics can be divided into several types,
a. Intermediate customers: groups or people who act as intermediaries for
products, but not as end users of the company's products. For example, such
as a form of travel agent acting as bookers for lodging rooms for end users or
like a distributor who acts in distributing company products.
b. Internal Customers: Internal customers are a group of people or individuals
who are located or located within the company and generally have a share or
influence on the company's performance. Examples of internal customers are
employees of the marketing office, HRD and so on.
c. External Customers: An external customer is an individual or a group of
people outside the company who usually buy products from the company.
Customers in fulfilling their desires have various kinds of characteristics they
have. The characteristics are:
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a. Customers want to be noticed. Customers who contact the company basically
want to get attention, never underestimate or ignore the customer.
b. Want their wants and needs fulfilled. Customers' wants and needs, among
others, want to obtain information, how to fill out applications or submit
c. Customers are a source of company revenue. Employees always assume that
every customer who comes is a source of company revenue.
d. Customers Want to Be Considered Kings. Employees must consider the
customer to be king. A king must have all his wants and needs fulfilled. That
is, what a king asks must be fulfilled immediately.
e. Customers Want to Always Be Praised. Customers are naturally happy to be
praised or praised by our employees. Praise and flattery given to customers
are very beneficial.
f. Do not want to be debated and do not want to be offended. The trait
possessed by many customers is that they do not like to be denied their
wishes or opinions. Customers also don't like to be debated, meaning in this
case when employees convey information or opinions and get a bad response
from customers, employees need to respond carefully so that customers don't
feel denied or debated.
Research on the implementation of digital marketing for MSME sector actors
uses a qualitative approach using literature review methods in analyzing and
solving problems related to the object of this research. Qualitative research is being
undertaken to develop awareness through understanding and exploration. A
qualitative approach to science is a continuum of research and interpretation focused
on techniques that analyze social trends and human issues. In this analysis,
researchers created a complicated vision, studied terms, extensive reports and
performed studies on natural circumstances (Creswell, 2015).
Qualitative analysis is performed under normal and exploration conditions.
The analyst is a central tool of qualitative analysis. Researchers must also have broad
theoretical and informative provisions so that they can pose questions, examine and
construct the object under review in order to be clearer. This research relies mainly
on significance and is bound to merit. The essence of qualitative analysis is to study
people in their community communicating with them, attempting to understand
their language and their understanding of the world around them, approaching or
interacting with research-related individuals with the intention of trying to
understand, examining their opinions and perceptions in order to acquire
knowledge or evidence that is required (Semiawan, 2010).
In addition, as stated by moleong, qualitative methods are carried out with a
variety of reasons, first the modification of the qualitative approach is simpler when
grappling with multiple realities; secondly, this method allows for a clear interaction
between the researcher and the respondent; thirdly, this method is more receptive
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and more capable of adjusting to much of the sharpening of mutual control and
meaning (Moloeng, 2010).
This study also uses a literature review method in analyzing the theories
relevant to the object of research. In this section, an assessment of the concepts and
theories used is carried out based on the available literature. Literature analysis is
used to create ideas or hypotheses that form the foundation of research studies
(Sujarweni, 2014). Literature review or literature study is an activity that is required
in study, academic study in particular, the main goal of which is to establish
theoretical aspects as well as aspects of functional benefits. So that by using this
research method the writer can easily solve the problem to be studied.
The COVID-19 pandemic has provided tremendous shocks in the economic
sector, including the MSME. The existence of a large-scale social restriction policy or
PSBB has restricted the movement of people, which has also caused stagnation in the
economic cycle of the community. People will refrain from spending their money
because they are more at home. This of course will have a huge impact on the MSME
sector, which is largely dependent on daily economic turnover. Therefore, the
government and other stakeholders create a breakthrough or innovation to
overcome this. One of his actions is to introduce the concept of digital marketing by
utilizing advances in information technology such as the internet to MSME sector
Research reported at the end of January 2020 reveals that the number of
Internet users in Indonesia has reached 175.4 million, while the total population of
Indonesia is around 272.1 million. Compared to 2019, the number of Internet users in
Indonesia has risen by around 17 percent or 25 million. Internet users in Indonesia
aged 16 to 64 years had an average time of 7 hours 59 minutes a day to browse in
cyberspace during 2019. This number beats the worldwide average of just 6 hours 43
minutes a day on the Internet.
The growth of digital marketing around the world cannot be separated from
the development of the Internet and various social media channels. When Facebook
opened its doors to the general public in 2006, the impact of social media began to
affect users and companies, and this situation persists at its most recent pace. As of
the summer of 2013, the three sites with the most traffic were Facebook, Google and
YouTube-either live social networking sites or websites with solid social networking
features. Although the site is not available to those under 13 and denied access in
China, the world's most populous country, one in seven people in the world is
currently an active user of Facebook. This striking growth of social media is only just
beginning to understand business processes and models by business leaders and
marketing researchers. It affects how they get started.
In Indonesia, the number of social media users has reached 160 million, an
increase of 8.1 percent or 12 million users compared to last year. That way, the
penetration of social media use in Indonesia has reached 59 percent of the total
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population. The average use of social media in Indonesia reaches 3 hours 26 minutes
per day. This figure is also above the global average of 2 hours 24 minutes per day.
The Philippines is the country that opens social media the most with a total time of 3
hours 53 minutes per day.
The large use of the internet and social media in Indonesia should be a great
potential for MSME sector players to be able to take advantage of it. Because these
internet users are like a global community without borders which should be a
separate marketing area. The use of the Internet, especially social media, can be the
most effective marketing strategy because of its minimal production costs and a very
broad and unlimited marketing target. In line with the development of various social
media applications, the MSME sector also has easy access to ICT. Especially with the
web 2.0-based technology that makes it easy to create user-generated content.
According to Kaplan & Haenlein (2010), social media can be grouped into at
least six types, namely:
1. A website that allows users to change, add or delete content on the website
2. Blogs or micro blogs that give users the freedom to express something on a
blog, for example Twitter
3. Content is an application that allows users to share information (content) in
the form of videos, e-books and images, for example YouTube, Instagram.
4. Social networking sites are applications that connect users of social
networking sites to connect and share information, both public and private
information, for example, Facebook.
5. Virtual game world is an application that allows users to replicate the
environment in three-dimensional (3D) form to interact with other people as
in the real world, an example of this application is an online game.
6. Virtual Social World which has a concept that is almost the same as the virtual
game world but in a freer context, for example, is a second life application.
The advent of social media is definitely a very positive opportunity for small
and medium-sized businesses, in particular because it does not require large
resources to be able to leverage social media and the multiple advantages that can be
gained if you can make optimum use of it. The scope of the MSMEs sector is
generally restricted only to the area where the MSMEs is based, but with social
media, there are no longer limits to the marketing of goods or services in the wider
area. MSMEs will use forums, blogs, communities and other social channels to create
partnerships with consumers, vendors and other key stakeholders. One of the
greatest benefits of using social media for companies is that business people can
draw the interest of a wide variety of customers at a relatively low cost relative to
traditional media. This cost savings is the key appeal that social media can bring to
business owners, especially newcomers with minimal resources. In comparison, the
use of social media is still very convenient and has high accessibility.
Study by Harto et al (2019) indicates that the use of social media in small and
medium-sized businesses tends to boost revenue volumes. The growth in revenue
was mainly felt by small and medium-sized businesses by 10-50 per cent. This is in
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line with the findings of other studies which state that social media is a marketing
tool for goods or services other than a platform for consumer engagement to try to
solve their own problems.
Based on the findings of the observations on MMEPs and the platforms used,
MMEPs have been able to boost revenue by more than 100 per cent since they use
social media as a marketing and information communications pioneer for MMEPs.
In addition, these small to medium-sized companies often update product and
business information on a regular basis. Meanwhile, small and medium-sized
businesses have boosted revenues by less than 50%, mainly because it is
comparatively rare to refresh details on weekly and even monthly updates.
Theoretically, it must be admitted that there are various benefits that can be
gained from the involvement of MSME players in the digital economy format.
Besides being able to boost financial benefits through increasing online sales and
providing benefits for buyers with the opportunity to save 11% -25% of the retail
price, which is no less important, digitizing MSMEs will also open up new spaces
that can prevent MSMEs from collapsing due to the economic crisis.
From the aspect of business management, digitizing MSMEs is indeed a
promising solution. However, to prepare and ensure that MSME actors can be
involved in the digitization process, it must be admitted that it is not easy. Getting
MSME players accustomed to entering the digital ecosystem, it is not impossible that
they will encounter various obstacles.
First, it relates to the ability of many MSME actors who still stutter in the use
of information technology for marketing. Of the many MSME players, only 17% are
Awareness of information technologies in the growth of business practices. It is
estimated that only about 3.97 million entrepreneurs understand business
digitization. This means that only a small proportion of MSMEs can engage in online
business transactions.
According to data from the Ministry of Cooperatives and Small and Medium
Enterprises (Kemenkop UKM), the success rate of MSMEs in Indonesia in selling
their products through digital platforms is still very low, which is only 4% -10%. The
failure of MSME players to adapt and adopt online business platforms and the
digitization process has made MSME players worse off. It is estimated that about
half of the number of MSME players in Indonesia will go out of business in
September 2020.
Second, it is related to the large number of MSME players who do not yet
have the basic infrastructure to be involved in the digital ecosystem. In various
regions, it is no longer a secret that most MSME players generally still do not have
proper smartphones, and do not or have not used computers to market the products
they produce. Due to limited funds, not many MSMEs are able to provide credit
packages or access to the internet. In other words, there are structural conditions that
make MSME actors suffer from various limitations in being involved in the process
of digitizing MSMEs.
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Third, related to geographic conditions that do not allow MSME players to
use information technology and the internet to market the products they produce.
MSME players who live in remote areas and are not reached by the internet for
product marketing purposes, are certainly difficult to expect to be involved in the
process of digitizing the UMKM business.
In various regions it is common knowledge that most MSME players
generally still rely on the process of selling products offline due to geographic
conditions that do not allow and limited infrastructure and connectivity. All
business activities developed by MSME players, starting from the buying, selling,
marketing, to payment for raw materials and product marketing, still depend
heavily on offline physical interactions.
Seeing the various opportunities, challenges and obstacles that exist for
MSME actors, this kind of shift in the consumption behavior of the community and
consumers must be addressed creatively. In order for MSME players to survive, even
be able to develop in the new normal era, like it or not, MSME players must learn to
know and practice themselves in the digital ecosystem.
More than just getting used to being involved in the digitalization process in
the marketing sector, for MSME players what needs to be paid attention is not to let
their involvement in the digital economy actually accelerate the death process of
MSMEs. This can happen because MSMEs are not strong enough to compete in a
highly competitive virtual world.
Based on this research, the author tries to recommend some simple ways for
beginner MSMEs so that they can get used to and be able to dive into digital
marketing in order to improve their business in the midst of current crisis
1. Determine marketing goals knowing marketing goals will help you measure
the level of success. Of course, this goal must be adjusted to the type of
business you are building.
2. Determine the target market. Never start digital marketing without
determining your target market. Because, the target market helps you prepare
promotional efforts, find out your budget needs and increase sales. By
understanding your target market, it will be easy to find out the specific needs
of consumers. As a follow-up, you can develop better product, even create
new products that are more needed.
3. Choosing a Digital Marketing Platform. Are your customers more accessible
via website, social media or email? The digital marketing platform used will
determine the success of your efforts. Website is still the main platform for
online business. So, all your digital marketing activities must be directed
towards making good use of the website. However, of course it must be
supported by other platforms such as social media or email.
4. Determine the Budget. How much will you spend on your product marketing
efforts? A data shows that the budget for digital marketing can reach up to
45% of the total marketing budget. You can use this figure as a reference. But,
International Journal of Science and Society, Volume 3, Issue 1, 2021
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of course, it must be adjusted to the type of business and marketing target
that you are doing.
5. Publish Interesting Content. A study states that 92% of consumers want
digital marketing content that fits their daily life / like a real story. Not only
that, interesting content should reach consumers at the right time. This of
course must be adjusted to the type of media and content used.
By shifting the marketing method to digital marketing in the MSME sector, it
will certainly provide more benefits to these MSME players because they will get an
unlimited wide marketing area with small production costs.
In addition to the benefits obtained by MSME players, the application of
digital marketing also provides added value to MSME consumers because the
existence of digital marketing will provide the conveniences that are most sought
after and liked by consumers. And the values that are formed from the existence of
digital marketing can be seen, among others:
1. Digital Media is preferred by today's consumers.
In fact, now consumers prefer to browse the website or Instagram because it is
more practical. Before deciding to choose a consumer, you can always check
the product on the website first and then buy, either coming directly to the
store or shopping online. Shop owners who are not yet online will lose to
shop owners who also provide online catalogs on their website. With a
product catalog displayed on the website, it is very helpful for consumers to
browse products without having to come to the store. If they are interested,
maybe they will come to the store during the weekend or when they are free
to buy.
2. Provide easy information to consumers
At that time I happened to be looking for the nearest camera shop in the
location where I live, and checked if the camera I was looking for was in that
store. The method I choose is searching the internet by looking for the closest
address, looking on the website and making sure there is a product that I
want, and checking what time the shop is open, then arranging a schedule to
come, see and buy. From this it shows that digital existence is very useful as a
source of information.
3. Give time to consumers
Very often consumers do not have free time to come to outlets, shops, or
boutiques. But by having digital media such as: websites, marketplaces, and
social media, consumers will easily see the desired product. Completing all
digital media in order to provide consumers with many choices, with what
they are looking at the product. This means that they will be very free without
being limited in time and place to look around before finally buying.
4. Shop like active 24 hours every day
Internet digital media is not limited by time and place. Customers and
potential customers can always access digital media to view products
whenever they want. They can anytime see the online store website, shop on
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the marketplace or on Instagram. This is not possible in an offline store where
it will be closed at night.
5. Your customers are not limited by distance
With digital media, they can order comfortably from their office or home.
Moreover, it is now easier with so many couriers, so they don't think too
much about distance.
6. Many digital media options
You don't have to think about starting to use it, because you don't have to use
an online store, which is relatively expensive. You can try first using a
marketplace like Tokopedia, Bukalapak, or Instagram Social Media. But it is
not enough just to make, almost all businesses must optimize their digital
media in a way that is commonly called "Digital Marketing".
The MSME sector plays a very vital role for the economy in Indonesia. Most
of the economic actors in Indonesia are engaged in this sector. The COVID-19
Pandemic has devastated the economy in Indonesia. The MSME sector is the most
affected because this sector relies heavily on the daily movements of the economy.
The existence of restrictions on activities carried out by the government causes
economic circulation to also become choked up. It is necessary to take strategic steps
by stakeholders in order to save the MSME sector from closing down or going out of
Digital Marketing is a marketing concept based on Information and
Communication Technology which is currently growing throughout the world. The
development of the Internet of Thing, especially on social media platforms, has
become a new ground and opportunity for MSME actors. The opportunities for the
unlimited marketing area should be put to good use by MSME actors. However, in
reality there is a very small number of MSME sectors that utilize digital marketing in
Indonesia, which is only around 17%. This is certainly a separate note for the
government and all those involved in this sector for how these actors can take full
advantage of this digital marketing concept so that it will have an effect on
increasing turnover which in turn can make MSME sector players survive in the
midst of the COVID-19 pandemic. 19 as it is today.
There are some simple steps for MSME players, especially beginners, to start
using digital marketing in their business, such as determining marketing goals,
determining marketing targets, determining the chosen digital marketing platform,
determining a budget and creating interesting content that can attract customer
attention. These small steps are expected to provide a basis for MSME players to be
able to start changing their business platform to digital marketing.
The existence of digital marketing will not only provide benefits to MSME
players but can also create benefits or added value to customers. This is because
digital marketing provides convenience to customers in terms of information, time,
distance, availability of goods for 24 hours and of course choices. This is a value
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creation for customers that so far cannot be obtained with conventional marketing
systems that have been available so far.
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... Selain sekadar sebagai sarana komunikasi dan iklan sesaat di sosial media maka perlu adanya platform khusus agar memberi waktu kepada konsumen (Redjeki & Affandi, 2021). Dari sumber yang sama dengan melengkapi semua media digital maka dapat memberikan konsumen banyak pilihan, dengan apa saja yang mereka lihat pada produk atau jasa. ...
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Pandemi COVID-19 yang melanda dunia berdampak pula pada perekonomian Indonesia. Situasi yang tidak kondusif ini memaksa para pelaku ekonomi kreatif sektor UMKM untuk terus berinovasi dan berkembang agar usaha yang dijalankan tetap bertahan. Tujuan dari kajian ini untuk mengetahui berbagai cara pengembangan ekonomi kreatif sektor UMKM di masa pandemi COVID-19. Riset ini menggunakan pendekatan kualitatif. Data penelitian diperoleh melalui wawancara secara daring dengan pemilik UMKM Sanggar Cicih Griya Rias yang berlokasi di Kemayoran, Jakarta Pusat. Hasil riset ini menunjukkan bahwa terdapat berbagai cara pengembangan ekonomi kreatif sektor UMKM di masa pandemi COVID-19 antara lain dengan memberikan promo dari produk yang ditawarkan, pembaruan produk, meningkatkan pelayanan, dan pemasaran digital.
... The Indonesian Government introduced a single online submission modeling system for micro-enterprises to serve as a medium to manage their digital businesses with minimized errors. An emphasis was placed on the systematic collection of data the actors considered to be business partners in order to empower and monitor their activities through the provision of input and direction to guide their decision-making activities (Redjeki & Affandi, 2021). This means the digital business program is an innovative idea of the government to ensure digital business involving buying and selling is conducted in an electronic catalog. ...
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The Covid-19 pandemic has stagnated the majority of economic sectors, especially MSMEs. This situation is because most MSMEs enterprise cannot develop and end up in bankruptcy which makes MSMEs enterprise change their sales strategy through a digitalization scheme. Even so, the Covid-19 pandemic has indirectly led to new changes in the Indonesian business system. This change is the shift of offline businesses to digital businesses, also known as the digital entrepreneurship phenomenon. Social media and the marketplace can be a concept to make it easier for MSMEs enterprise to get more comprehensive marketing access. This research aims to initiate the ideal e-marketing adoption model for small micro-enterprises in Indonesia. The research method used is a qualitative exploration approach with primary data obtained from observations and interviews. The sampling technique is a snowball, where the sample is obtained gradually from one respondent to another. The flow of research analysis is data collection, data reduction, data presentation, and concluding. This program includes two categories, including (1) startup training and development and (2) scaleup training and development. The government can carry out the management of this program online single submission to minimize errors and monitor the program's progress. This program is expected to be a role model based on ta'awun mutual relations so that the process of empowering MSME actors is optimal and supported by the use of appropriate technology.
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... In addition, the Association of Indonesian Internet Service Providers surveyed in 2017 found that 143.26 million people, or 54.68 percent of Indonesia's total population, use the internet. This shows that Indonesia has significant potential as a market (Redjeki & Affandi, 2021). Examples are buying and selling goods, checking prices, and using economic activities. ...
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... Digital marketing is a program that offers a place for promotion and search for market opportunities through online digital media. Digital marketing can make it easy for business actors to identify all the needs and desires of consumers, both for large businesses and small and medium businesses including quail farming in West Bogor, which on average are still on a small industrial scale (Redjeki and Affandi, 2021). ...
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... The rapid spread of the COVID-19 virus around the world since it first appeared in Wuhan, China in December 2019 has resulted in a drastic decline in the tourism sector globally (Folinas & Metaxas 2020;Redjeki & Affandi 2021;Ruiz Estrada & Park 2020). The pandemic has had a devastating impact on all countries, and many other sectors are affected, the most affected are micro, small, and medium sized enterprises (MSMEs) (Atmojo & Fridayani 2021;Kuckertz et al. 2020;Sahoo & Ashwani 2020). ...
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Penelitian ini bertujuan untuk mengetahui upaya pelaku umkm memanfaatkan presidensi G20 sebagai sarana marketing dan branding ekonomi kreatif pada era pandemi. Penelitian ini disusun secara deskriptif dengan menggunakan metode pendekatan kualitatif. Dimana objek dari permasalahan ini ialah para tokoh atau pihak yang memiliki pemahaman dan pengetahuan mengenai branding dan marketing melalui presidensi G20 pada era pandemi COVID-19 pada UMKM di Indonesia khsusnya di Bali. Sehingga dalam proses pengumpulan datanya harus dengan wawancara atau observasi langsung ke informan. Tempat penelitian ini terletak pada 3 UMKM yang ada di Bali, yaitu CV Karya Loka Sejahtera, PT Inidia Studio, PT Bala Biotech Indonesia. Hasil dari penelitian ini yaitu: 1) Dari 3 narasumber yang telah diwawancara didapatkan bawah upaya pelaku UMKM memanfaatkan presidensi G20 sebagai sarana marketing ekonomi kreatif pada era pandemi COVID-19 adalah dengan melakukan pendekatan dengan yang langsung terkait dengan agen presidensi G20, karena sampai saat selesai belum berdampak pada perusahaan tersebut. 2 ) narasumber yang telah diwawacari dalam upaya pelaku UMKM memanfaatkan presidensi G20 sebagai sarana branding ekonomi kreatif pada era pandemi COVID-19, adalah dengan adanya kolaborasi dari UMKM dan pemerintah selaku panitia penyelenggara G20 sehingga terjadi pemerataan infomasi.
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This community service project aims to assist and encourage Adijaya Village Seedling Garden in developing digital marketing strategies and conducting business feasibility studies. Adijaya Village Seedling Garden (VSG), Pekalongan, East Lampung, is an example of how digital marketing is not commonly employed, especially in areas and villages. Another issue is that partners lack the necessary skills to write Business Feasibility Study Reports. Partners require the creation of a Firm Feasibility Study Report in order to reduce the danger of loss by determining whether or not a business can be run continually. This service activity's execution technique includes training and guidance in order to lay the groundwork for online marketing in Adijaya village and business feasibility studies. This service activity went off without a hitch, and the participants were enthusiastic in their participation. The training participants should be able to understand and implement marketing strategies as well as conduct business feasibility studies as a result of this activity.
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New media is a term that refers to products and services that provide information/entertainment using computers or the internet. The emergence of new media also encourages other activities that people usually do in a conventional way to the cyber world. Doing business is one example. Electronic commerce, or also known as e-commerce, is a trading method that uses the internet. Nowadays, e-commerce has become a trend in the world. Comprehensive regulations are needed to manage this activity. This paper will try to describe a comparative public policy on e-commerce in the two ASEAN countries, Singapore and Indonesia. We will see differences in e-commerce development in both countries, and attention to the role of governments as decision-makers in both countries.
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Pemerintah telah melakukan berbagai upaya penyelamatan Usaha Mikro, Kecil dan Menengah (UMKM) dari dampak pendemi COVID-19. Tujuan penelitian ini adalah memetakan kebijakan pemerintah dalam memperkuat UMKM tersebut serta memetakan strategi jangka pendek dan jangka panjang yang diperlukan sebagai pelengkap kebijakan tersebut. Penelitian menggunakan metode kualitatif. Penelitian menggunakan data sekunder yang berasal dari berbagai literatur seperti buku-buku, artikel, serta homepage untuk mengakses data dan informasi terkini berkaitan dengan kebijakan penyelamatan UMKM dari dampak pandemi COVID-19. Teknik analisis dilakukan dengan analisis deskriptif. Berdasarkan penelitian, diketahui bahwa keberhasilan kebijakan penyelamatan UMKM dari dampak pandemi COVID-19 perlu didukung dengan strategi jangka pendek dan strategi jangka panjang untuk menjaga kesinambungan UMKM sebagai salah satu pelaku perekonomian Indonesia.
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Abstrak Pandemi COVID-19 memberikan implikasi ekonomi, sosial, dan politik tidak saja negara-negara besar akan tetapi hamper seluruh negara di dunia. Rasanya tidak ada satu negarapun yang tidak terdampak pandemic COVID-19 saat ini. Indonesia adalah salah satu negara yang terdampak terutama pada sisi ekonomi. Indonesia yang didominasi oleh Usaha Mikro, kecil, dan Menengah (UMKM) perlu memberikan perhatian khusus terhadap sektor ini karena kontribusi UMKM terhadap pereknomian nasional yang cukup besar. Tulisan pendek ini mencoba untuk menganalisa dampak pandemi COVID-19 terhadap eksistensi UMKM di Indonesia dan bagaimana solusi darurat dalam membantu UMKM bertahan dalam situasi pandemi COVID-19. Kata kunci: UMKM, tenaga kerja, bantuan keuangan, kebijakan struktural.
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Penelitian ini bertujuan untuk mengidentifikasi implementasi pembelajaran daring dirumah pada siswa Sekolah Dasar akibat dari adanya pandemik COVID-19. Penelitian menggunakan penelitian kepustakaan dimana dalam mengumpulkan informasi data dengan teknik dokumentasi yaitu mencari data mengenai hal-hal yang relevan dari berbagai macam yang ada di perpustakaan seperti dokumen, buku, majalah, berita. Kriteria artikel dan berita yang dipilih yaitu adanya pembahasan tentang Dampak COVID-19 dan Pembelajaran Daring di Sekolah Dasar. Dari 10 Sumber yang didapatkan, kemudian dipilih yang paling relevan dan diperoleh 3 artikel dan 6 Berita yang dipilih. Hasil dalam penelitian, menunjukkan bahwa dampak covid terhadap implementasi pembelajaran daring di Sekolah Dasar dapat terlaksanakan dengan cukup baik. Hal ini dapat dilihat dari hasil data 3 artikel dan 6 Berita yang menunjukan bahwa dampak COVID-19 terhadap implementasi pembelajaran daring di SD dapat terlaksana dengan cukup baik apabila adanya kerjasama antara guru, siswa dan orang tua dalam belajar dirumah
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Dunia sedang mengalami Pandemic covid-19 termasuk Indonesia. Himbauan untuk mencegah mata rantai penyebaran virus ini mengharuskan masyarakat untuk berdiam diri dirumah. Hal ini berdampak pada ketidakstabilan ekonomi dan salah satu yang terdampak adalah UMKM. Untuk itu diperlukan strategi bertahan bagi UMKM untuk dapat terus mempertahankan bisnisnya di tengah pandemi ini. Metode penelitian yang digunakan dalam penelitian ini adalah analisis kualitatif dengan langkah eksploratif dengan teknik observasi partisipatif. Hasil penelitian ini merekomendasi strategi bertahan untuk UKMK berupa melakukan perdagangan secara e-commerce, melakukan pemasaran secara digital, melakukan perbaikan kualitas produk dan penambahan layanan serta menjalin dan mengoptimalkan hubungan pemasaran pelanggan. Hasil penelitian ini penting untuk dipahami dan diadopsi oleh pelaku UMKM dan diharapkan pelaku UMKM selalu responsif dan menyesuaikan diri terhadap perubahan lingkungan agar bisa terus bertahan.
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The outbreak of COVID 19 made many poor communities in different places of the world face very challenging socioeconomic and livelihood consequences. This paper targets to analyse this socioeconomic impact to determine how the pandemic is causing various problems to the impoverished. An integrative literature review was carried out to sample the consequences of the global pandemic economic crisis on the poor communities in four different continents. The research points out how it is hard on the poor to adhere to the restrictive measures of social isolation or the lockdown. Immediate strategies that minimize the pandemic impact on the livelihood and the socioeconomic activities of the poor are suggested. The research opens future research about more specialised programs for the poor during any future lockdowns.
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p> Today's world has been facing a new era that emphasizes every creative industry to overcome information technology, especially for selling and marketing needs, namely the digital era. In this era of disruptive technology, company size cannot be guaranteed, so that the creative industries processing waste and used goods can take this opportunity to penetrate domestic and international markets. The success of innovative products penetrating the global market will provide enormous benefits for the industries that show one of marketing performance, especially if it is balanced by high intellectual capital. The purpose of this study is to determine the direct and indirect effects of digital marketing on the marketing performance of creative industries processing waste and used goods through intellectual capital. The population of this research is the entire creative industries entrepreneurs processing waste and used products in Malang town whose numbers are unknown. The research sample of 150 respondents was selected through accidental-purposive-sampling technique. Quantitative primary data were collected through questionnaire surveys and analysed using path analysis. The results showed that digital marketing has direct and indirect effects on marketing performance through intellectual capital as an intervening variable which these effects are positive and significant </em
Conference Paper
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Abstrak Pemasaran digital merupakan alternatif bagi usaha kecil dan menengah (UKM) dengan anggaran promosi yang terbatas. Penggunaan media sosial seperti Facebook, Twitter, Instagram, dan website merupakan alternatif yang dapat digunakan untuk menciptakan brand awareness, engagement, sales bahkan loyalty. Tujuan dari penelitian ini adalah untuk mengetahui penggunaan strategi pemasaran digital pada 21 UKM yang sudah go online dan implikasinya pada keunggulan bersaing UKM tersebut berdasarkan persepsi konsumen My Healthy Yoghurt, Nara Kreatif, Trasty, Martini Natural, Cutteristic, Makaroni Ngehe, Maks, Suwe Ora Jamu, Maskoolin, Mini Boiler Bumiraja,, Selvio,, Batik Trusmi, Brodo, Evrawood,, Radja Cendol, Nasgor Mafia, Warunk Upnormal, dan Nasi Jamblang Ibu Nur. Metode penelitian yang digunakan adalah metode kuantitatif dengan analisis kausalitas dengan jumlah anggota populasi sebanyak 21.892.127 konsumen dari 21 UKM tersebut dengan teknik nonprobability sampling menggunakan incidental sampling dengan jumlah sampel sebanyak 2.100 responden. Berdasarkan hasil penelitian dapat disimpulkan bahwa strategi pemasaran digital berimplikasi pada keunggulan bersaing UKM dalam memasarkan produknya sebesar 78% dan sisanya sebesar 22% disebabkan karena faktor lain yang tidak diteliti dalam penelitian ini seperti kapabilitas permodalan, pasokan sumberdaya, dan profesionalitas manajerial. Kata Kunci: media sosial, pemasaran digital, UKM 1. PENDAHULUAN Hadiyati (2008) menyatakan bahwa berdasarkan survey dari BPS mengidentifikasikan berbagai kelemahan dan permasalahan yang dihadapi UMKM berdasarkan prioritasnya, yaitu meliputi: (a) kurangnya permodalan, (b) kesulitan dalam pemasaran, (c) persaingan usaha yang ketat, (d) kesulitan bahan baku, (e) kurang teknis produksi dan keahlian, (f) kurangnya keterampilan manajerial (SDM) dan (g) kurangnya pengetahuan dalam masalah manajemen khususnya bidang keuangan dan akuntansi. Pemasaran adalah masalah mendasar yang juga dihadapi oleh pengusaha kecil. Masalah di bidang pemasaran yang dihadapi pengusaha kecil pada umumnya terfokus pada tiga hal: (1) masalah persaingan pasar dan produk, (2) masalah akses terhadap informasi pasar, dan (3) masalah kelembagaan pendukung usaha kecil. Perkembangan teknologi digital memungkinkan para pelaku UKM untuk memasarkan produknya secara online dan melakukan transaksi melalui sistem perbankan secara online pula. Perkembangan teknologi digital telah mengubah pemasaran dari usaha kecil dan menengah (UKM) yang semula dilakukan secara konvensional menjadi secara digital dengan memanfaatkan penggunaan media sosial dan penggunaan website untuk memasarkan produk mereka. Pemanfaatan media online menjadi pilihan tepat bagi para UKM untuk mengembangkan bisnis yang dijalankannya. Mudahnya akses internet saat ini, besarnya manfaat yang didapatkan, serta murahnya biaya yang dibutuhkan menjadi alasan utama bagi UKM sebelum akhirnya mereka memilih media online sebagai solusi tepat untuk memperluas jangkauan bisnisnya. Maharani, Ali, dan Astuti (2012) menyatakan bahwa UKM merupakan salah satu sektor usaha yang penting di Indonesia karena memiliki peranan yang penting bagi pertumbuhan ekonomi di Indonesia. Meskipun telah banyak UKM yang berkembang di Indonesia dan menerapkan teknologi informasi untuk kegiatan bisnisnya, namun masih banyak pula UKM yang belum menerapkan teknologi informasi khususnya menggunakan media jejaring sosial dan belum mengerti seberapa besar manfaat dan peranan penggunaan media jejaring sosial tersebut. Padahal jejaring dan hubungan
Covid-19 pandemic, it had a tremendous impact on various sectors, especially the economic sector, where the existence of MSMEs whose role contributed substantially to the economic rate was inseparable from the Covid-19 outbreak, in this study looking at the urgency of the use of E- Marketing for the sustainability of MSMEs in Pekalongan City amid the Covid-19 pandemic. This study uses a qualitative method with a phenomenological approach. This research proves that the implementation of e-marketing through the marketplace conducted by MSME entrepreneurs is in accordance with procedures other than that e-marketing has a positive impact amid the Covid-19 pandemic on the economic security of MSMEs in Pekalongan City by continuing to process production and distribution of goods to consumers but still adhere to the rules of Social Distancing where the use of e-marketing through the marketplace is deemed necessary to be implemented especially in the amid Covid-19 Pandemic so that business activities continue to run and generate economic value. Keyword: E-Marketing; UMKM; Covid-19. Abstrak Pandemi Covid-19 memberikan dampak yang luar biasa terhadap berbagai sektor, khususnya sektor perekonomian, dimana keberadaan UMKM yang peranannya memberikan sumbangsih yang cukup besar terhadap laju perekonomian tidak lepas terdampak dari wabah Covid-19, dalam penelitian ini melihat sejauh mana urgensi pemanfaatan E-Marketing untuk keberlangsungan UMKM di Kota Pekalongan ditengah pandemi Covid-19. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi. Penelitian ini membuktikan bahwa implementasi e-marketing melalui marketplace yang dilakukan oleh para pengusaha UMKM sudah sesuai prosedur selain itu e-marketing memberikan dampak positif ditengah pandemi Covid-19 pada ketahanan ekonomi UMKM di Kota Pekalongan dengan tetap melakukan proses produksi dan distribusi barang kepada konsumen namun tetap mematuhi aturan Social Distancing dimana Penggunaan e-marketing melalui marketplace dianggap perlu untuk diterapkan apalagi di tengah Pandemi Covid-19 sehingga kegiatan usaha tetap berjalan dan menghasilkan nilai ekonomi. Kata Kunci: E-Marketing; UMKM;Covid-19.
ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh Inovasi Produk dan Brand Awareness terhadap Keputusan Pembelian pada PT. Unilever Indonesia. Metode yang digunakan adalah explanatory research dengan sampel sebanyak 96 responden. Teknik analisis menggunakan analisis statistik dengan pengujian regresi, korelasi, determinasi dan uji hipotesis. Hasil penelitian ini Inovasi Produk berpengaruh signifikan terhadap Keputusan Pembelian sebesar 41,5%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Brand Awareness berpengaruh signifikan terhadap Keputusan Pembelian sebesar 43,5%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Inovasi Produk dan Brand Awareness secara simultan berpengaruh signifikan terhadap Keputusan Pembelian sebesar 52,8%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Kata Kunci: Inovasi Produk, Brand Awareness , Keputusan Pembelian.