Strategi Pemasaran Usaha Mikro, Kecil dan Menengah (UKM) Dalam Masa Pandemi

Ferdian Arie Bowo

Abstract


Tujuan dari penelitian ini untuk mengidentifikasi strategi pemasaran usaha mikro, kecil dan menengah (UMKM) dalam masa pandemi. Kementerian Koperasi dan UKM Republik Indonesia telah menyadari rentannya pelaku UMKM terhadap dampak pandemi COVID-19. Dengan menggunakan metode penelitian kualitatif dan analisis deskriptif literatur mengenai strategi pemasaran yang berkaitan dengan UMKM di masa pandemi Covid-19. Hasil temuan menunjukkan Di masa pandemi Covid-19, Pemerintah Republik Indonesia telah mengeluarkan beberapa kebijakan sebagai bentuk penyelamatan, mitigasi dan perhatian khusus bagi pelaku usaha sektor UMKM. Selain itu, hasil penelitian juga menemukan bahwa strategi marketing yang diperlukan pelaku usaha UMKM di masa Pandemi ini dengan mengalihkan pemasaran langsung tradisional ke pemasaran langsung digital

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References


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DOI: http://dx.doi.org/10.31479/m.v16i1.249

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