An ANALYSIS OF ONLINE MARKETING STRATEGIES THROUGH SOCIAL MEDIA FOR MSMES AFFECTED BY COVID-19 IN OKU DISTRICT Online Marketing Strategies Section Modeling and operations research
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Nov 1, 2021
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Abstract
This study aims to analyze online marketing strategies through social media used by MSMEs in OKU Regency affected by COVID-19. The type of research used in this research is descriptive qualitative. The population in this study is MSMEs in OKU Regency. The sampling technique used purposive sampling as many as 120 samples. Interviews and documentation are data collection techniques used in this study. Researchers use data reduction methods (data reduction) in analyzing the data. This study shows that there are two kinds of online marketing strategies used, namely free and paid online marketing strategies. The results of this study indicate that the online marketing strategy through social media contributes positively to the increase in turnover. The highest increase in turnover is a strategy that uses paid social media features.
Keywords: Strategy, Online Marketing, Social Media, MSMEs
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How to Cite
Anwar, R., Natalia, T. S., & Gultom, A. W. (2021). An ANALYSIS OF ONLINE MARKETING STRATEGIES THROUGH SOCIAL MEDIA FOR MSMES AFFECTED BY COVID-19 IN OKU DISTRICT: Online Marketing Strategies. Enrichment : Journal of Management, 12(1), 621-631. https://doi.org/10.35335/enrichment.v12i1.243
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Amri, Andi. 2020. “Dampak Covid-19 Terhadap UMKM Di Indonesia.” Jurnal Brand.
Arifah, Fatimah Nur. 2015. “Analisis Sosial Media Sebagai Strategi Marketing Dalam Bisnis Online.” Jurnal Transformasi 11(2).
Dinas Koperasi, UMKM, and R. I. Perdagangan. 2018. “Perkembangan Data Usaha Mikro, Kecil, Menengah Dan Usaha Besar.”
Djatmiko, Agoes, and Elisabeth Pudyastiwi. 2020. “OBSTACLES AND CHALLENGES OF INDONESIA’S MICRO, SMALL AND MEDIUM ENTERPRISES (UMKM) IN FACING THE COVID-19 PANDEMIC.” Jurnal Pendidikan Kewarganegaraan Undiksha 8(3):117–23.
Frost, Raymond D., and Judy Strauss. 2016. E-Marketing. Routledge.
Grewal, Dhruv, Scott Motyka, and Michael Levy. 2018. “The Evolution and Future of Retailing and Retailing Education.” Journal of Marketing Education.
Hafni, Roswita, Ahmad Rozali, and others. 2015. “Analisis Usaha Mikro, Kecil, Dan Menengah (UMKM) Terhadap Penyerapan Tenaga Kerja Di Indonesia.”
Hariyanti, Novi Tri, and Alexander Wirapraja. 2018. “Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur).” Eksekutif 15(1):133–46.
Hartono, Rudi, Rois Arifin, and Moh Hufron. 2020. “Pengaruh Strategi Promosi Sosial Media (Instagram) Dan Word Of Mouth Terhadap Keputusan Pembelian Kuliner Mbok Taya.” Jurnal Ilmiah Riset Manajemen 9(03).
Joseph, A. Devito. 2011. “Komunikasi Antar Manusia.” Alih Bahasa: Ir. Agus Maulana). Jakarta: Karisma Publishing Group.
Juergensen, Jill, José Guimón, and Rajneesh Narula. 2020. “European SMEs amidst the COVID-19 Crisis: Assessing Impact and Policy Responses.” Journal of Industrial and Business Economics 47(3):499–510.
Kotler, Philip, and Kevin Lane Keller. 2016. A Framework for Marketing Management.
laura Hardilawati, Wan. 2020. “Strategi Bertahan UMKM Di Tengah Pandemi Covid-19.” Jurnal Akuntansi Dan Ekonomika 10(1):89–98.
Mullins, John Walker, Orville C. Walker, Harper W. Boyd, and Jean-Claude Larréché. 2013. Marketing Management: A Strategic Decision-Making Approach. Vol. 151. McGraw-Hill New York.
Ningsih, Dwi Nuvia, Candra Wahyu Hidayat, and Rusno Rusno. 2020. “Pengaruh Strategi Promosi Dan Social Media Terhadap Minat Beli Garskin Yang Dimediasi Word Of Mouth.” Jurnal Riset Mahasiswa Manajemen 6(1).
Pakpahan, Aknolt Kristian. 2020. “Menyelamatkan Penjualan Ritel Di Tengah Pandemi Covid-19.” Covid-19 Dan Implikasi Bagi Usaha Mikto, Kecil, Dan Menengan.
Putri, Novia Ayu. 2016. “Desain Strategi Pemasaran Online Pada Fullus Fashion Melalui Evaluasi Benchmarking.” PERFORMA: Jurnal Manajeman Dan Start-up Bisnis 1(1):1–10.
Rofiq, Mohammad As’adur, Muhammad Afif An Nawawi, Rizky Intan Syafitri, Riska Ektiarnanti, and Debi Maenadi. 2020. “TRANSFORMASI BISNIS KREATIF MICRO ENTERPRENEUR DALAM MEMPERTAHANKAN OMSET DI MASA COVID-19.” Pp. 489–97 in Seminar Nasional Manajemen, Ekonomi dan Akuntansi. Vol. 5.
Saprijal, Makmur. 2014. “Strategi Pemasaran Dalam Meningkatkan Volume Penjualan (Studi Pada s-Mart Swalayan Pasir Pengaraian).” Cano Ekonomos 3(1):41–56.
Setiawati, Ira. 2017. “Pengaruh Strategi Pemasaran Online Terhadap Peningkatan Laba Umkm.” Strategi Komunikasi Pemasaran.
Statistik, Badan Pusat. 2020. “Analisis Hasil Survei Dampak Covid-19 Terhadap Pelaku Usaha.” BP Indonesia, Analisis Hasil Survei Dampak Covid-19 Terhadap Pelaku Usaha 5.
Suci, Yuli Rahmini, Sekolah Tinggi, and Ilmu Ekonomi. 2017. “Perkembangan UMKM (Usaha Mikro Kecil Menengah) Di Indonesia.” Jurnal Ilmiah Fakultasi Ekonomi.
Sugiyono. 2017. “Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi Dan R&D).” in Metodelogi Penelitian.
Suryani, Ita. 2014. “Pemanfaatan Media Sosial Sebagai Media Pemasaran Produk Dan Potensi Indonesia Dalam Upaya Mendukung ASEAN Community 2015.(Studi Social Media Marketing Pada Twitter Kemenparekraf Ri Dan Facebook Disparbud Provinsi Jawa Barat).” Jurnal Komunikasi 8(2):123–38.
Ulkhaq, M. Mujiya, Wismar R. Wijayanti, Wini R. Dewi, Adhie Prayogo, Finiesa S. Aulia, Annisa A. Utami, and Anita Mustikasari. 2018. “Formulating a Marketing Strategy of SME through a Combination of 9Ps of Marketing Mix and Porter’s Five Forces: A Case Study.” Pp. 109–14 in Proceedings of 2018 International Conference on Big Data Technologies.