Studi Strategi Pemasaran Selama Masa Pandemi Covid 19 Pada UMKM Olahan Tempe Semarang
DOI:
https://doi.org/10.51903/e-bisnis.v15i2.882Keywords:
SMEs, Processed Tempe, Marketing, Social Media, PandemicAbstract
This research is a type of field research, where the author goes directly to the field in processed tempeh SMEs in Tempe Processed Village, Sampangan Village, Gajah Mungkur District, Semarang City. The study used data analysis techniques, namely qualitative methods with a descriptive approach. In analyzing the data, the researcher conducted observations, interviews, and documentation to obtain the required data. The results showed that to survive the COVID-19 pandemic, the efforts made were marketing through social media, promotion through social media and maintaining the quality of products and services from Tempe Processed SMEs.
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[2] A. Hikmah, Bisnis UMKM Di Tengah Pandemi : Kajian Komunikasi Pemasaran. Surabay: Unitomo Press, 2020.
[3] I. Nuraini, Pengantar Ekonomi Mikro. Malang: UMM Press, 2016.
[4] P. Kotler, Manajemen Pemasaran, Edisi Melenium yang diterjemahkan oleh Benyamin Molan. Jakarta: PT. Prenhallindo, 2015.
[5] G. R. Alfrian and E. Pitaloka, “Strategi Usaha Mikro, Kecil, dan Menengah (UMKM) Bertahan pada Kondisi Pandemik Covid 19 di Indonesia,” Semin. Nas. Terap. Ris. Inov., vol. 6, no. 2, pp. 139–146, 2020.
[6] S. Tirtayasa, I. Nadra, and H. Khair, “Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19 The Effect of Marketing Strategy on Improving SMEsPerformance is moderated by Technology during the Covid-19 Pandemic,” J. Ilm. Manaj. Dan Bisnis, vol. 22, no. 2, p. 20371, 2021, doi: 10.30596/jimb.v22i2.7395.
[7] H. Wijoyo, Strategi Pemasaran UMKM Di Masa Pandemi. Sumatra Barat: Insan Cendekia Mandiri, 2021.
[8] A. Susanti, B. Istiyanto, and M. Jalari, “Strategi UKM pada Masa Pandemi Covid-19,” KANGMAS Karya Ilm. Pengabdi. Masy., vol. 1, no. 2, pp. 67–74, 2020, doi: 10.37010/kangmas.v1i2.50.
[9] Y. E. Fathurrohman, “PERAN MEDIA SOSIAL SEBAGAI UJUNG TOMBAK PEMASARAN BAGI USAHA MIKRO KECIL MENENGAH (UMKM),” in Seminar Nasional Pembangunan Pertanian, 2016, pp. 508–515.
[10] Adam J. Mills; Kirk Plangger, “Social media strategy for online service brands,” Serv. Ind. J., vol. 35, no. 10, pp. 521–536, 2015.
[11] M. K. D. Ulung, Napitu., Corry., & Matondang, “Sosialisasi Pembatasan Pelaksanaan Kegiatan Masyarakat (PPKM) Mikro di Kelurahan Bah Kapul,” J. Ilm. Univ. Simalungun, vol. 2, no. 2, pp. 232–241, 2020.
[12] M. L. N. Rosmadi, “Penerapan Strategi Bisnis di Masa Pandemi Covid-19,” J. IKRA-ITH Ekon., vol. 4, no. 1, pp. 122–127, 2021.
[13] H. Maria, A.D., Yulianto, H., Palupiningtyas, D. and Usodo, “Relationship Between Transformational Leadership, Proactive Personality, Creative Self-Efficacy and Employee Creativity at Food Processing SMEs in Indonesia,” Evidence-based HRM, vol. 10, no. 3, 2022.
[14] L. J. Moleong, Metodologi Penelitian Kualitatif. Bandung: PT Reamaja Rosdakarya, 2014.
[15] Sugiyono, metode penelitian kuantitatif, 1st ed. Bandung: Alfabeta, 2018.
[16] Sugiyono, Metoda Penelitian Bisnis. Bandung: CV Alfabeta, 2006.
[17] V. W. Sujarweni, Metode Penelitian: Lengkap, Praktis, dan Mudah Dipahami. Yogyakarta: Pustaka Baru Press, 2014.
[18] M. B. and A. M. H. Miles, Qualitative Data Analysis (terjemahan). Jakarta: UI Press, 2005.
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Published
2022-12-01
How to Cite
Syamsul Hadi, Yuniarto Rahmad Satato, & Mochamad Ainan. (2022). Studi Strategi Pemasaran Selama Masa Pandemi Covid 19 Pada UMKM Olahan Tempe Semarang. E-BISNIS: JURNAL ILMIAH EKONOMI DAN BISNIS, 15(2), 375–381. https://doi.org/10.51903/e-bisnis.v15i2.882
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