Strategi Bauran Pemasaran UMKM Adaptasi Bisnis di Tengah Pandemi Covid-19

Abstract

The impact of the COVID-19 pandemic on the world economy has caused instability. Likewise, Indonesia has an impact on various sectors, especially in the small, medium and large business sector. One of them is the MSME sector (Micro, Small and Medium Enterprises). One of the difficulties experienced by MSME business actors is in marketing their products. This research is a mix methods research, this research was carried out in Makassar City, especially for culinary SMEs. The benchmark in this research is to look at the MSME marketing mix strategy in business adaptation amid the Covid-19 pandemic. The results of the study show that in the product strategy in this pandemic, food business actors must have the ability to innovate and be able to adapt to the tastes and demands of the community. In promoting products, MSME actors can use social media which is useful for friendship relations, conveying certain programs. The media can be Facebook, Instagram, WhatsApp and Twitter.