STRATEGI PEMASARAN USAHA MIKRO KECIL MENENGAH DI MASA PANDEMI

Abstract

The Covid-19 pandemic has caused economic shocks that have had an impact on the global economy from the macro level to the global micro level. This pandemic has also dictated many economic and political policies, for example, layoffs and stay-at-home rules during this pandemic. This study aims to examine the effectiveness of online marketing to increase company revenue; Identify factors that influence online marketing strategies; and Provide alternative recommendations in online marketing strategies to be applied in Micro, Small, and Medium Enterprises (MSMEs). While the method used is a qualitative research method with a descriptive approach. This study establishes that social media is an effective marketing medium to promote MSME products, then the types of social media, product types and target markets are linear and empirical, meaning that each type has its own treatment and approach. specific one. The results of this study indicate that marketing strategy using social media is an effective way to maintain and increase the profit of MSME business results during the Covid-19 pandemic and this is line with social media theory.Keywords: MSMEs; Social Media; Promotional Mix; Target Market