Main Article Content
Abstract
Abstract
Covid-19 pandemic, it had a tremendous impact on various sectors, especially the economic sector, where the existence of MSMEs whose role contributed substantially to the economic rate was inseparable from the Covid-19 outbreak, in this study looking at the urgency of the use of E- Marketing for the sustainability of MSMEs in Pekalongan City amid the Covid-19 pandemic. This study uses a qualitative method with a phenomenological approach. This research proves that the implementation of e-marketing through the marketplace conducted by MSME entrepreneurs is in accordance with procedures other than that e-marketing has a positive impact amid the Covid-19 pandemic on the economic security of MSMEs in Pekalongan City by continuing to process production and distribution of goods to consumers but still adhere to the rules of Social Distancing where the use of e-marketing through the marketplace is deemed necessary to be implemented especially in the amid Covid-19 Pandemic so that business activities continue to run and generate economic value.
Keyword: E-Marketing; UMKM; Covid-19.
Abstrak
Pandemi Covid-19 memberikan dampak yang luar biasa terhadap berbagai sektor, khususnya sektor perekonomian, dimana keberadaan UMKM yang peranannya memberikan sumbangsih yang cukup besar terhadap laju perekonomian tidak lepas terdampak dari wabah Covid-19, dalam penelitian ini melihat sejauh mana urgensi pemanfaatan E-Marketing untuk keberlangsungan UMKM di Kota Pekalongan ditengah pandemi Covid-19. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi. Penelitian ini membuktikan bahwa implementasi e-marketing melalui marketplace yang dilakukan oleh para pengusaha UMKM sudah sesuai prosedur selain itu e-marketing memberikan dampak positif ditengah pandemi Covid-19 pada ketahanan ekonomi UMKM di Kota Pekalongan dengan tetap melakukan proses produksi dan distribusi barang kepada konsumen namun tetap mematuhi aturan Social Distancing dimana Penggunaan e-marketing melalui marketplace dianggap perlu untuk diterapkan apalagi di tengah Pandemi Covid-19 sehingga kegiatan usaha tetap berjalan dan menghasilkan nilai ekonomi.
Kata Kunci: E-Marketing; UMKM;Covid-19.
Keywords
Article Details
References
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References
Ariani, Silvia Ratna, dan Riyeke Ustadiyanto, “Strategi Serangan Internet Marketing”, Yogyakarta, CV. ANDI OFFSET, 2007.
Ariani, Silvia Ratna, dan, Riyeke Ustadiyanto, “Strategi Serangan Internet Marketing”, Yogyakarta: CV. ANDI OFFSET, 2007.
Azza, Emar Retriyani, Mahasiswa Preneur: Tiga Trik Sukses Menjadi Kaya, Kreatif, Mandiri, dan Sukses Sejak Mahasiswa, Yogyakarta: Araska, 2014
Chaffey, Dave., Mayer, Richard., Johnston, Kevin., Ellis, Chadwick Fiona. (2000): Internet Marketing, London, Prentice Hall.
Helianthusonfri, Jefferly, “Blog gratis dan Praktis Omzet Fantastis”, Jakarta, PT. Elek Media Komputindo, 2015.
Holloway, Immy, and, Christine Daymon “Qualitative Research Methods in Public Relations and Marketing Communications”, New York: Routledge, 2002.
Kemp, S. (2017, February 16). Retrieved February 18, 2017, from http://wearesocial.com/: http://wearesocial.com/blog/2017/02/digital-southeast-asia-2017
Kotler, P. and Keller, K. 2009. Marketing management.13th ed. Upper Saddle River
Maulana, Y. (2017, 2 6). http://swa.co.id/swa/csr-corner/. Retrieved 2 17, 2017, from http://swa.co.id/: http://swa.co.id/swa/csr-corner/yuswohady-ukm-harus-manfaatkan-perkembangan-digital
McLeod, Raymond dan George Schell, 2001, Management Information Systems, 8th Edition, Prentice-Hall, New Jersey.
Moody’s Prediksi Ekonomi Indonesia Melambat di 4,8% Akibat Corona”, 9 Maret 2020, https://tirto. id/moodys-prediksi-ekonomi-indonesia-melambat-di-48-akibat-corona-eDPW, diakses 9 Maret 2020.
Musrofi, Muhammad, Membuat Rencana Bisnis, Yogyakarta: Pustaka Insan Madani, 2008.
Noor, Juliansyah, “Metodologi Penelitian”, Jakarta: Prenada Media Group, 2012.
Rahayu, E. M. (2012, March 19). http://swa.co.id/swa/trends/marketing/. Retrieved February 17, 2017, from http://swa.co.id/: http://swa.co.id/swa/trends/marketing/digital-marketing-cara-komunikasi-dua-arah-acer
Raco, J.R, Metode Penelitian Kualitatif : Jenis, Karakteristik, dan Keunggulannya”, Jakarta: PT. Grasindo, 2010.
Reedy, Joel, Shauna Schullo dan Kenneth Zimmerman, 2000, Electronic Marketing, Integrating Electronic Resources Into The Marketing Process, The Dryden Press, Harcourt College Publishers, United States of America.
Riyadi, Andi Putra Mahkota, dan Imam Suyadi, “Pengaruh Kepercayaan dan Kenyamanan Terhadap Keputusan Pembelian”, Malang, Universitas Brawijaya, Jurnal Administrasi Bisnis Vol. 8, No.2, (2014).
Saldaña, J, “Ethnotheatre: Research from page to stage” New York: Left Coast Press. 2011.
Schneider, G. P. (2011). E-business (9th ed.). CengageLearning: Course Technology
Sugita, “Upaya Dosen Kewirausahaan sebagai Faktor Determinatif dalam Menumbuhkan Motivasi Wirausaha Mahasiswa Ikip Siliwangi”, Siliwangi, IKIP Siliwangi, Jurnal COMM-EDU, Volume 1 Nomor 2, (Mei 2018).
Sukmadi, Inovasi dan Kewirausahaan, Bandung: Humaniora Utama Press, 2011.
Supriadi, C. (2016, November 16). Retrieved February 18, 2017, from http://www.marketing.co.id: http://www.marketing.co.id/dukung-wirausaha-wanita-lewat-aplikasi-dbs-businessclass/
Strauss, Judy dan Raymond Frost, 2009, E-Marketing, 5th Edition, Prentice-Hall, Inc., Upper Saddle, New Jersey.
Suryadi, Edi, “Strategi Komunikasi”, Bandung: PT. Remaja Rosdakarya, 2018.
Tinaprilia, Netti, Jadi Kaya dengan Berbisnis di Rumah “Kiat Praktis bagi Wanita Mencapai Kebebasan Finansial Tanpa Harus Meninggalkan Keluarga”. Jakarta, Elex Media Komputindo, 2007.
Utomo, R. M. (2016, October 20). http://m.metrotvnews.com/teknologi/news-teknologi/. Retrieved February 17, 2017, from metrotvnews.com: http://m.metrotvnews.com/teknologi/news-teknologi/GNGyEMrk-pemanfaatan-digital-marketing-di-indonesia-masih-minim
Yusuf, Muri, “Metode Penelitian: Kuantitatif, Kualitatif, dan Penelitian Gabungan”, Jakarta: Prenadamedia Group, 2017.
https://www.cnnindonesia.com/nasional/20200324114448-20-486374/update-corona-24-maret-686-kasus-55-meninggal-30-sembuh
https://www.kompasiana.com
creation/2017/03/alternatif-bisnis-dalam-era-teknologi-informasi/.
www.internetworldstats.com
https://radarpekalongan.co.id/95365/jumlah-umkm-terus-bertambah/