Ni Luh Indiani
Fakultas Ekonomi, Universitas Mahendradatta

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DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN “WARUNG RS (RAMASHITA)” DALAM MENINGKATKAN JUMLAH KONSUMEN Ni Luh Indiani; Ni Putu Andini Desiyanti Laksmi
Forum Manajemen STIMI Handayani Denpasar Vol 19 No 2 (2021): Jurnal STIMI Vol. 19 No. 2 - 2021
Publisher : Forum Manajemen STIMI Handayani Denpasar

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Abstract

Technological developments have markedly changed the way a business works, especially a culinary business that named Warung RS (ramashita) located in Dalung area, North Kuta District, Badung Regency, Bali. This business is still relatively new, but consumers remain loyal to the message in the pandemic and sales of vegetarian culinary products are increasingly Increased. This phenomenon is a result of business entering the digital age in social media. Marketing not intensively conducted by the owner of this business, but it is consumers who are encouraged to market it virally in social media especially social media Instagram and Facebook. In this article the author descriptively analyze the behavior of consumers in digital marketing that has been sales of these culinary products. The analysis was conducted with a case study and attributed in the literature on consumer behavior and digital marketing. This article aims to explaining consumer behavior in the digital age so that it can be input in determining the marketing strategies of culinary businesses in the future as well as becoming consumer research thinking materials in the future.
ANALISIS STRATEGI PEMASARAN UMKM PADA MASA PANDEMI COVID – 19 DI KOTA DENPASAR Putu Ari Mulyani; Ni Luh Indiani
Forum Manajemen STIMI Handayani Denpasar Vol 19 No 1 (2021): Jurnal STIMI Vol. 19 No. 1 - 2021
Publisher : Forum Manajemen STIMI Handayani Denpasar

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Abstract

Micro, Small and Medium Enterprises (MSMEs) are currently experiencing difficulties due to the Covid-19 pandemic which has made the economy decline. MSMEs as one of the supporting forces for Indonesia's economic growth, especially in Denpasar City, Bali Province, should get more attention from the local government. In the midst of pandemic like this, internal environmental factors and external factors are an obstacle for MSME actors. In anticipating these environmental changes and not having a marketing strategy, MSMEs have no competitiveness compared to other products. This study uses SWOT analysis which is the right alternative to helphave MSMEs determine marketing strategies and anticipate environmental changes due to the Covid-19 pandemic both from internal factors: strength (strength), weakness (weaknesess) while threats (Threats), opportunities (Opportunities) is part of external factors or competitors. From this research, it was found that there were 4 marketing strategies for MSMEs to increase competitiveness, namely the S-O Strategy for MSMEs to innovate products, make characteristics of the products being sold and utilize technology to market products. The W-O strategy, MSME players must look at the consumer market share, and the W-T Strategy introduces products in areas outside the city of Denpasar and innovative product packaging. Government policies are very important in terms of the assisting MSMEs through grant funding programs and banking policies in the form of low interest capital loans.