Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic

DOI

10.2991/assehr.k.210525.148How to use a DOI?

Keywords

Digital Marketing, MSME’s, COVID-19

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of national economic growth because they cover nearly 90% of business actors in Indonesia. Therefore, the government has launched various strengthening schemes for MSMEs in the form of capital strengthening programs, business management programs, and technical support. The era of the industrial revolution 4.0 with the acceleration and development of the flow of technology and information has required MSME’s players to adapt to these developments in managing their business. The concept of Less Contact Economy (LCE) is a form of adaptation to order new normal life which in the current context is living side by side with the covid-19 pandemic virus. Concerning economic recovery efforts, economic actors including MSME’s are required to remain active, creative, innovative, and productive even though they coexist with a deadly virus. Thus, MSMEs in running their businesses need the use of information technology during the Covid 19 pandemic. One of the most widely used digital technology platforms is digital marketing. Digital marketing is a marketing system that uses digital media to create and promote marketing messages. The purpose of this study is to describe the impact of adopting digital modeling to strengthen MSME’s players in Mataram City. This study used a qualitative method, using a triangulation model. Data collection techniques used observation methods and in-depth interviews with MSME’s actors who are actively registered in the Cooperative, Industry, and Trade Office Mataram. The result suggests that the adoption of digital marketing has increased during the COVID-19 pandemic. Adoption of digital marketing makes it easier for MSME players to provide information and interact directly with consumers, expand the market, increase awareness, and cost of the market of the product decreases significantly for MSME players during the Covid-19 pandemic.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Baiq Dewi Lita Andiana
AU  - Laili Hurriati
AU  - F Fathurrahman
PY  - 2021
DA  - 2021/05/26
TI  - Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic
BT  - Proceedings of the 2nd Annual Conference on Education and Social Science (ACCESS 2020)
PB  - Atlantis Press
SP  - 554
EP  - 557
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210525.148
DO  - 10.2991/assehr.k.210525.148
ID  - Andiana2021
ER  -