新冠肺炎在棉兰市大流行期间，通过UMKM的性格和心态，全渠道营销策略和电子商务的成功

Sorot Pub Date : 2022-10-17 DOI:10.31258/sorot.17.2.105-116

M. H. Lubis, Doli Muhammad Ja’far Dalimunthe, Bongsu Hutagalung, Andrew Satria Lubis

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引用次数: 0

摘要

本研究研究旨在研究UMKM在新冠肺炎大流行中的生存策略。这项研究的结果可供UMKM用于决定疫情时间的不确定性。这项研究与以前的类似研究有点不同。以往的研究主要研究UMKM业务在正常情况下的可持续性以及UMKM业务之间的竞争。但在新冠肺炎大流行期间，情况大不相同。UMKM.UMKM的产品正面临着其商业史上最困难的时期。这项研究解释了UMKM和买家在疫情面前的行为变化。这项研究还表明，幸存的UMKM商人是那些能够适应和创新其服务和生产流程的人。这项研究预计将有助于制定UMKM战略，以在新冠肺炎大流行中生存。这项研究考察了中小企业在新冠肺炎大流行中生存的战略。这项研究的结果可供中小微企业行为者在疫情的不确定性期间做出决策。这项研究与以前的类似研究略有不同。先前的研究考察了中小微企业在正常条件下的可持续性以及中小微企业之间的竞争。然而，在新冠肺炎大流行期间，情况大不相同。这与吸纳中小微企业产品的市场异常状况密不可分。中小微企业正面临其商业史上最困难的时期。这项研究解释了中小微企业参与者和买家在疫情面前的行为变化。这项研究还表明，幸存的中小微企业商业参与者是那些能够适应和创新其服务和生产流程的人。通过这项研究，希望它能为中小微企业战略的发展做出贡献，使他们能够在新冠肺炎大流行期间生存下来。

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Strategi omnichannel marketing & keberlanjutan bisnis e-commerce melalui karakter dan mindset UMKM selama pandemi COVID-19 di Kota Medan

Penelitian ini mengkaji strategi UMKM untuk bertahan di masa pandemic COVID-19. Hasil kajian ini dapat digunakan oleh pelaku UMKM untuk mengambil keputusan dalam ketidakpastian masa pandemic. Penelitian ini sedikit agak berbeda pada penelitian-penelitian serupa sebelumnya. Penelitian terdahulu mengkaji sustainability bisnis UMKM dalam kondisi normal dan persaingan antar bisnis UMKM. Namun pada masa pandemic COVID-19 kondisi jauh berbeda. Hal tersebut tidak lepas dari kondisi anomali pasar yang menyerap produk UMKM.UMKM menghadapi masa paling sulit dalam sejarah bisnis mereka. Penelitan ini menjelaskan sebuah perubahan perilaku baik pelaku UMKM maupun pembeli dalam menghadapi pandemic. Penelitian ini juga menunjukkan bahwa pelaku bisnis UMKM yang bertahan adalah mereka yang mampu beradaptasi dan melakukan inovasi terhadap layanan dan peroses produksinya. Dengan adanya penelitian ini diharapkan dapat memberi kontribusi pada Pengembangan strategi UMKM agar dapat bertahan dimasa pandemic COVID-19.This study examines the strategies of SMEs to survive the COVID-19 pandemic. The results of this study can be used by MSME actors to make decisions during the uncertainty of the pandemic. This study is slightly different from previous similar studies. Previous research examines the sustainability of the MSME business under normal conditions and the competition between MSME businesses. However, during the COVID-19 pandemic, the situation was much different. This is inseparable from the condition of market anomalies that absorb MSME products. MSMEs are facing the most difficult period in their business history. This research explains a change in the behavior of both MSME actors and buyers in the face of a pandemic. This study also shows that the surviving MSME business actors are those who are able to adapt and innovate on their services and production processes. With this research, it is hoped that it can contribute to the development of MSME strategies so that they can survive during the COVID-19 pandemic.

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Sorot

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24 weeks