Improving the Marketing Performance of Communities Affected by Covid-19 Through Digital Marketing

DOI

10.2991/978-2-494069-09-1_43How to use a DOI?

Keywords

Covid-19; Digital marketing; Community service; Migrant workers; IPAKARUMI

Abstract

The majority of community work in Gumelar District are Indonesian migrant workers in Saudi Arabia and Taiwan and work in big cities and outside the island. The impact of the Covid-19 outbreak has caused a significant increase in the number of layoffs. Their income began to fall. Former migrant workers formed IPAKARUMI (Women’s Association of Indonesian Migrant Workers’ Families). Its goal is to help its members become economically self-sufficient. Entrepreneurship is a suitable alternative livelihood for migrant communities. However, the impact of this epidemic caused them to lose their market as the people’s purchasing power weakened. Besides the hilly area, it was difficult for the community to mobilize resources, both raw materials and finished goods that were sold. The scope of problems faced for partner business units are aspects of increasing production capacity, aspects of marketing technology and aspects of center development/group development. The solution offered is referring to the priorities set in accordance with the theme of Strengthening Marketing with Information Systems such as strengthening product attribute improvements and optimizing various promotional media to expand the marketing area and assisting in making promotions through the web and social media (Digital Marketing). The real form of this community service is making a software development model through the E-Commerce application for IPAKARUMI MSMEs.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Suryo Budi Santoso
AU  - Herni Justiana Astuti
AU  - Muhammad Hamka
PY  - 2022
DA  - 2022/11/11
TI  - Improving the Marketing Performance of Communities Affected by Covid-19 Through Digital Marketing
BT  - Proceedings of the Tegal International Conference on Applied Social Science & Humanities (TICASSH 2022)
PB  - Atlantis Press
SP  - 369
EP  - 380
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-09-1_43
DO  - 10.2991/978-2-494069-09-1_43
ID  - Santoso2022
ER  -