Pemanfaatan Pemasaran Melalui Media Sosial oleh UMKM Di Era Pandemi

Studi Kasus pada Usaha Mikro, Kecil, Dan Menengah di Kabupaten Bandung

Authors

  • Mira Veranita Politeknik Piksi Ganesha
  • Lukmanulhakim Almamalik Politeknik Piksi Ganesha
  • Sugiyanto Ikhsan Institut Manajemen Koperasi Indonesia

DOI:

https://doi.org/10.32670/coopetition.v13i1.590

Keywords:

marketing, social media, MSMEs, digital marketing

Abstract

The restrictions imposed to prevent the spread of the Corona virus have greatly impacted various types of businesses, both large-scale businesses and MSMEs and have indirectly forced business owners to make digital marketing, especially marketing through social media, one of the business solutions in marketing their business. This study aims to determine the use of social media as a marketing medium for MSMEs in the midst of various restrictions due to the Covid-19 pandemic. The method used in this study is a qualitative descriptive method. The subjects of this study were MSME actors under the guidance of the Cooperatives and SMEs Service, Bandung Regency, which were selected as many as 23 MSMEs using purvosive sampling technique. The research data was collected combining desk analysis and direct observation to MSME actors, interviews with key respondents from the Bandung Regency Cooperatives and SMEs Service, and digital marketing practitioners. The results of the study show that MSME actors have made social media a marketing method in this pandemic era. Marketing using social media is used because it is able to increase brand awareness, facilitate product feedback and marketing strategies, build networks with consumers, suppliers and competitors, but in a more convenient and cost effective manner.

Downloads

Download data is not yet available.

References

Ariyanti, A., & Darmanto, R. F. (2020). Analisis Terhadap Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Wardah Cosmetics. Jurnal Manajemen Kewirausahaan, 17(2), 143. https://doi.org/10.33370/jmk.v17i2.465

Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology and Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761

Azmi Fadhilah, D., & Pratiwi, T. (2021). Strategi Pemasaran Produk UMKM Melalui Penerapan Digital Marketing. Coopetition : Jurnal Ilmiah Manajemen, 12(1), 17–22. https://doi.org/10.32670/coopetition.v12i1.279

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: Curating content into strategy. Corporate Communications, 20(3), 326–343. https://doi.org/10.1108/CCIJ-07-2014-0046

Nel, A., & Julita. (2016). The Impact of Social Media Use On SME Progress. Carbohydrate Polymers, 17(1), 1–13.

Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The Impact of Social Media Marketing for Indonesian SMEs Sustainability: Lesson from Covid-19 pandemic. Cogent Business & Management, 8(1), 1953679. https://doi.org/10.1080/23311975.2021.1953679

Risnawati, N. (2018). Profil UMK, Permasalahan dan Pemberdayaannya. Coopetition : Jurnal Ilmiah Manajemen, IX(2), 145–161.

Rowley, J., & Holliman, G. (2014). "Business to business digital content marketing: marketers’ perceptions of best practice". Journal of Research in Interactive Marketing, 8(4), 269–293.

Saturwa, H. N., Suharno, S., & Ahmad, A. A. (2021). The impact of Covid-19 pandemic on MSMEs. Jurnal Ekonomi Dan Bisnis, 24(1), 65–82. https://doi.org/10.24914/jeb.v24i1.3905

Shimomura, U. I. R. R. (2020). Impact of COVID-19 Pandemic on MSMEs in Indonesia. 73.

Syahidin, Y., & Veranita, M. (2014). Penerapan Teknologi E-Commerce dalam Penjualan Produk secara Online (Studi Kasus PT Sakura Bandung). Jurnal Bisnis Wirausaha Universitas Pasundan, 2.

Thaha, A. F. (2020). Dampak Covid-19 Terhadap UMKM di Indonesia. Jurnal Brand, 2(1), 147–153.

Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UMK di Indonesia. In Seminar Nasional Keuangan Dan Bisnis IV, April 2015, 327–337.

Winarti, C. (2021). Pemanfaatan Sosial Media oleh UMKM Dalam Memasarkan Produk di Masa Pandemi Covid-19. Universitas Tanjungpura, 195–206.

Downloads

Published

2022-02-22

How to Cite

Veranita, M., Almamalik, L., & Ikhsan, S. . (2022). Pemanfaatan Pemasaran Melalui Media Sosial oleh UMKM Di Era Pandemi : Studi Kasus pada Usaha Mikro, Kecil, Dan Menengah di Kabupaten Bandung. Coopetition : Jurnal Ilmiah Manajemen, 13(1), 89–96. https://doi.org/10.32670/coopetition.v13i1.590