JURISMA: Jurnal Riset Bisnis & Manajemen
Vol 13 No 1: April 2023

Marketing Strategy for Cibaduyut UKM Craftsmen Shoes During the Covid-19 Pandemic

Rizqi Muttaqin (Universitas Widyatama)
Denny Saputera (Universitas WIdyatama)
Rina Ariyanthi Dewi (Uniersitas Widyatama)
Dwi Fauziansyah Moenardy (Uniersitas Widyatama)
Rizal Budi Santoso* (Universitas Widyatama)
Gilang Nur Alam (Universitas Padjadjaran)



Article Info

Publish Date
30 Apr 2023

Abstract

This article aims to explain the marketing strategy for MSME shoemakers in the Cibaduyut area during the Covid-19 pandemic. The purpose of this study was to determine the effect of the Covid-19 pandemic on MSMEs shoe craftsmen in the Cibaduyut area and the efforts of these MSMEs in utilizing digital platforms to maintain their business during the Covid-19 pandemic. The research method uses qualitative methods through interviews and observation as well as literature and data reduction. This research shows the challenges faced by MSMEs in utilizing digital platforms and provides recommendations for improving marketing strategies so that MSMEs can utilize digital platforms more effectively. Keywords: Cibaduyut; Mix Marketing; MSME; Shoesmakers; Marketing Strategy

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Journal Info

Abbrev

jurisma

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JURISMA: Jurnal Riset Bisnis & Manajemen adalah wadah informasi berupa hasil peneltian, studi kepustakaan dalam rangka meningkatkan penelitian dan ilmu ...