Improving The Performance of MSMEs Affected by The Covid-19 Pandemic in Terms of Aspects of Marketing Strategies Mediated by Technology
Abstract
The Asian Development Bank examined how the pandemic affected MSMEs in Indonesia and found that 88% of these businesses had run out of cash or savings and that more than 60% of these MSEs had cut staff. Due to COVID-19’s consequences, global supply networks are now more susceptible to disruption due to limitations in numerous neighboring locations, a drop in commodity prices, and a higher danger of a global economic disaster. It utilizes quantitative research techniques in this investigation. SmartPLS and SEM analyses were used in this investigation. The results of the study show that marketing strategies, with technology serving as a mediator, have a positive and significant influence on MSMEs’ performance in the food business. It indicates that MSMEs players, particularly those in the food business, have had to modify their marketing strategies as a result of the ecosystem changes brought on by the outbreak. Therefore, improving MSMEs’ performance in the food sector both during and after the Covid-19 epidemic is one method to avoid the MSMEs sector from entering a condition of suspended animation. This demonstrates that the research’s findings suggest that certain elements of marketing strategy may help MSMEs perform better during the Covid 19 pandemic.
Downloads
References
Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 6(2), 233–247. https://doi.org/https://doi.org/10.38204/atrabis.v6i2.512
Arifqi, M. M. (2021). Pemulihan Perekonomian Indonesia Melalui Digitalisasi UMKM Berbasis Syariah di Masa Pandemi Covid-19. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah. https://doi.org/10.47467/alkharaj.v3i2.311
Elia, G., Margherita, A., & Passiante, G. (2020). Digital entrepreneurship ecosystem: How digital technologies and collective intelligence are reshaping the entrepreneurial process. Technological Forecasting and Social Change, 150(January 2019), 119791. https://doi.org/10.1016/j.techfore.2019.119791
Elwisam, E., & Lestari, R. (2019). Penerapan Strategi Pemasaran, Inovasi Produk Kreatif dan Orientasi Pasar untuk Meningkatkan Kinerja Pemasaran UMKM. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT. https://doi.org/10.36226/jrmb.v4i2.265
Firmansyah, D., & Dede. (2022). Teknik Pengambilan Sampel Umum dalam Metodologi Penelitian: Literature Review. Jurnal Ilmiah Pendidikan Holistik (JIPH), 1(2), 85–114. https://doi.org/10.55927/jiph.v1i2.937
Giones, F., & Brem, A. (2017). Digital Technology Entrepreneurship: A Definition and Research Agenda. Technology Innovation Management Review, 7(5), 44–51. https://doi.org/10.22215/timreview1076
Gumilar, G., & Zulfan, I. (2014). Penggunaan Media Massa Dan Internet Sebagai. Kajian Komunikasi, V2(1 Jun 2014), 85–92.
Gunardi, Rahayu, A., & Wibowo, L. A. (2020). Analisa Strategi Pemasaran Online Terhadap Kinerja Keuangan Umkm Fashion di Kota Bandung. Jurnal Ilmiah Akuntansi Dan Keuangan, 3(1), 61–68.
Hanum, A. N., & Sinarasri, A. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Adopsi E-Commerce dan Pengaruh Terhadap Kinerja UMKM. Maksimum Media Akuntansi Universitas Muhammadiyah Semarang, 8(1), 1–15.
Juwita, O., Firdonsyah, A., Ali, M., Widodo, A. P., & Isnanto, R. R. (2022). Studi Literatur Platform Digital Sebagai Sarana Pembangunan Ekosistem Dalam Mengembangkan UMKM. INFORMAL: Informatics Journal, 7(1), 59. https://doi.org/10.19184/isj.v7i1.31547
Kumalasari, L. D. (2017). Problem UKM Dalam Pengembangan Usaha: Studi Pada UKM di Desa Mulyoarjo Lawang Malang. Jurnal Sosial Politik. https://doi.org/10.22219/sospol.v3i1.4401
Livana, P., Resa Hadi, S., Terri, F., Dani, K., & Firman, A. (2020). Dampak Pandemi Covid-19 Bagi Perekonomian Masyarakat Desa. Indonesian Journal of Nursing and Health Sciences.
Martono, T., & Riyanto, G. (2017). Analisis Pengaruh Kompetensi Sumber Daya Manusia, Modal Sosial Dan Modal Finansial Terhadap Kinerja Umkm Bidang Garmen Di Kabupaten Klaten. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Nataria, O., Dedi, S., & Sabarofek, M. S. (2019). Pengaruh Stres Kerja dan Beban Kerja Terhadap Kinerja Pegawai DISPERINDAGKOP dan UMKM Manokwari. Cakrawala Management Business Journal. https://doi.org/10.30862/cm-bj.v1i1.5
Ramadhani, R. (2021). Legalisasi Aset Tanah Dan Asupan Modal Usaha Menengah Kecil Masyarakat. Prosiding Seminar Nasional Kewirausahaan, 2(1), 278–284.
Rosita, R. (2020). Pengaruh Pandemi Covid-19 Terhadap UMKM di Indonesia. Jurnal Lentera Bisnis. https://doi.org/10.34127/jrlab.v9i2.380
Siregar, Z., Sugianto, S., & Marliyah, M. (2021). The Effect of Religiosity and Emotional Intelligence on the Performance of the Management of the Student Organization with Motivation as Intervening Variable. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 4(1), 219–232. https://doi.org/10.31538/IIJSE.V4I1.1501
Sudirman, A. … Sherly, S. (2021). Meninjau Hubungan Antara Penggunaan Media Sosial dan Orientasi Pasar Terhadap Kinerja Bisnis Sektor UMKM. https://doi.org/10.32528/psneb.v0i0.5165
Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&DSugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D). In Metodelogi Penelitian.). In Metodelogi Penelitian.
Sugiyono, D. (2018). Metode penelitian kuatintatif, kualitatif dan R & D/Sugiyono. Bandung: Alfabeta, 15(2010).
Taherdoost, H. (2020). Sampling Methods in Research Methodology ; How to Choose a Sampling Technique for Research. International Journal of Academic Research in Management (IJARM), 5(2), 18–27.
Tirtayasa, S., Nadra, I., & Khair, H. (2021). Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19 The Effect of Marketing Strategy on Improving SMEsPerformance is moderated by Technology during the Covid-19 Pandemic. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 20371. https://doi.org/10.30596/jimb.v22i2.7395
Tjiptono, F. (2015). Strategi Pemasaran (Keempat). Yogyakarta: ANDI.
Uyun, A. (2022). Peran Perbankan Syariah dan Eksistensi UMKM di Indonesia Pasca Pandemi Covid-19. ILTIZAMAT: Journal of Economic Sharia Law and Business Studies. https://doi.org/10.55120/ijeslabs.v1i1.476
Waty, E. V. T. (2021). Implementasi Strategi Bauran Pemasaran dalam Meningkatkan Volume Penjualan pada Confetti Project Samarinda Kalimantan Timur. Jurnal Administrasi Bisnis Fisipol Unmul. https://doi.org/10.54144/jadbis.v9i3.6008
Wijayanto, S. A., Wahyullah, M., & Aribawa, D. (2020). the Effect of Entrepreneur Orientation and Financial Literacy Toward Small Business Enterprises Performance in Mataram. Jurnal Benefita, 5(3), 352. https://doi.org/10.22216/jbe.v5i3.5022
Yusup, F. (2018). Uji Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Tarbiyah : Jurnal Ilmiah Kependidikan. https://doi.org/10.18592/tarbiyah.v7i1.2100
Copyright (c) 2023 Nana Triapnita Nainggolan, Darwin Lie, Lora Ekana Nainggolan, Hery Pandapotan Silitonga, Robert Tua Siregar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
