Pemasaran produk UMKM melalui media sosial dan e-commerce

Abstract

In the crisis that occurred in 1998, the actors of Micro, Small and Medium Enterprises (MSMEs) were not significantly affected and even became a support in maintaining national economic stability. However, during the Covid-19 pandemic, all sectors felt the impact, including MSME players who felt the impact the most. The presence of social media and e-commerce can certainly help MSME players to be able to survive and market their products during the Covid-19 pandemic. This study aims to determine how MSME actors use social media and e-commerce to market their products during the Covid-19 pandemic. The method used in this research is a qualitative descriptive method, data collection techniques are carried out by interviews, observation, focus group discussions and literature studies, the key informants in this study are SMEs in the culinary field in several cities in West Java, Gojek account executives and academics. The results showed that the culinary sector MSME actors have started using social media such as Instagram and e-commerce such as Gofood and GrabFood to market their products, some MSMEs have even mastered various features on social media such as Instagram which are intended for business, resource MSME players have become one of the factors that determine how social media and e-commerce can be managed properly which has implications for the possibility of an increase in turnover, good management of social media and e-commerce is also recognized by MSME actors to increase sales turnover in the midst of a pandemic. the current Covid-19.