Penerapan Digital Marketing dalam Mempertahankan UMKM di Masa Pandemi Covid-19
DOI:
https://doi.org/10.37385/msej.v3i4.824Keywords:
UMKM, Covid-19, Digital MarketingAbstract
Organisation for Economic Co-operation and Development (OECD) melaporakan bahwa sebanyak 82,9% UMKM mengalami dampak negatif dari pandemi ini. Tujuan dari penelitian adalah untuk mengetahui penerapan digital marketing dalam mempertahankan UMKM pada masa pandemi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik purposive sampling, serta melakukan teknik pengumpulan data dengan tiga macam cara, yaitu teknik observasi pastisipatif aktif, wawancara semi terstruktur, dan studi dokumen. Validasi data dilakukan dengan menggunakan triangulasi sumber dan triangulasi teknik serta teknik analisis data menggunakan interactive model analysis. Hasil penelitian menunjukkan bahwa UMKM dapat bertahan pada masa pandemi Covid-19 dengan menerapkan digital marketing ditinjau dari knowledge dengan penerapannya melalui keikutsertaan dalam seminar, pelatihan dan talkshow serta saling membagi informasi pengetahuan (knowledge sharing). Digitalisasi dengan penerapannya melalui iklan (ads) pada e-commerce. Inovasi yaitu penerapannya dengan pembuatan content sosial media dan membangun karakteristik brand awareness.
Kata Kunci : Digital marketing, UMKM, Covid-19
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