DIGITAL MARKETING: TRANSFORMASI PEMASARAN TRADISIONAL PADA ERA PASCA PANDEMI PADA SEKTOR UMKM
DOI:
https://doi.org/10.32424/jeba.v25i2.3779Keywords:
pandemi covid-19, Usaha Mikro Kecil dan Menengah, media sosial, penjualan, minat beli konsumenAbstract
Pandemi Covid-19 memberikan dampak yang luar biasa terhadap banyak sektor perekonomian, banyak Usaha Mikro Kecil dan Menengah yang terpaksa gulung tikar karena mengalami kesulitan dalam memasarkan produknya dikarenakan kebijakan New Normal dan Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) yang mewajibkan masyarakat untuk meminimalisir kegiatan di ruang terbuka. Hal ini memengaruhi UMKM dikarenakan masih minimnya penggunaan media sosial oleh para pelaku UMKM. Salah satu alternatif yang digunakan oleh pelaku usaha UMKM adalah dengan memanfaatkan media sosial sebagai media penjualan yang dapat menekan biaya operasional sehingga dapat menekan harga produk sehingga dapat membuat harga produk lebih terjangkau. Selain itu penggunaan media sosial dapat membantu UMKM dengan lokasi yang sulit dijangkau untuk lebih mudah memasarkan dan memperkenalkan produknya kepada konsumen. diharapkan penggunaan media sosial dapat meningkatkan minat beli konsumen.
Sampel penelitian ini adalah 140 pelaku UMKM yang bergerak pada bidang food and beverages, souvenir, dan kerajinan tangan yang khas dari daerah, dari berbagai usia dan omset penghasilan yang berbeda. Analisis data menggunakan alat analisis berupa Analysis of Moment Structures (AMOS) dan metode analisis Structured Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa harga produk dan lokasi penjualan memengaruhi penggunaan media sosial, serta penggunaan media sosial memengaruhi minat beli konsumen sehingga penggunaan media sosial berperan sebagai variabel mediasi. Namun demikian lokasi penjualan tidak memengaruhi minat beli konsumen secara langsung, namun memengaruhi pelaku UMKM untuk menggunakan media sosial untuk mengenalkan dan memasarkan produknya.
References
Adriansyah, A. F., & Noor, A. S. (2021). The Effect of Sosial Media and Price Discount on Impulse Buying Intention: The Moderating Role of Self-Control. Journal of Asian Finance, Economics and Business, 8(6), 183-191.
Anderson, R. E., Hair Jr, J. F., & Bush, R. P. (2018). Sales Management: Building Customer Relationships and Partnerships. Routledge.
Boyd, D. M., & Ellison, N. B. (2007). Sosial network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
Chua, A. Y., & Chang, Y. K. (2016). Follow me and like my beautiful selfies: Singapore teenage girls' engagement in self-presentation and peer comparison on sosial media. Computers in Human Behavior, 55, 190-197.
Ferdinand, A. (2005). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Gao, Q., Li, Y., & Luo, Y. (2014). An empirical study on the user continuous usage intention of mobile sosial network services. International Journal of Mobile Communications, 12(5), 447-461.
Hadiono, A., & Pujiati, S. (2020). Factors Affecting the Performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. KnE Sosial Sciences, 2020(International Conference on Sosial Science, Humanities and Technology (ICSSHT 2020), 7-15.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis with readings (5th ed.). Prentice-Hall.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Sosial Media. Business Horizons, 53(1), 59-68.
Kim, A. J., & Kim, Y. (2014). Sosial media research: Theories, constructs, and conceptual frameworks. International Journal of Hospitality Management, 40, 31-41.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.
Lestari, D. P., & Rahmawati, D. (2021). The Effect of Sosial Media on Consumer Buying Interest During the COVID-19 Pandemi. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3), 1806-1815.
Maureen, C., & Peter, J. P. (2018). Marketing: Creating Value for Customers. McGraw-Hill Education.
Pham, T. Q., & Ho, L. A. (2017). Online shopping behavior among Vietnamese consumers: The effects of trust, perceived benefits, and website quality. Journal of Asian Business Strategy, 7(2), 22-31.
Rheingold, H. (2012). Net smart: How to thrive online. The MIT Press.
Ryan, R. M., & Jones, P. (2012). Using self-determination theory to promote self-regulation and motivation in online learning. The International Review of Research in Open and Distributed Learning, 13(2), 26-47.
Spiro, R. L., & Weitz, B. A. (1990). Selling: Building Partnerships. McGraw-Hill.
Stanton, W. J., Etzel, M. J., & Walker, B. J. (2007). Fundamentals of marketing. McGraw-Hill.
Wardani, R. K., & Kusumawati, A. (2021). The Effect of Price, Brand, and Product Quality Perception on Consumer Purchase Intention. Journal of Applied Management (JAM), 19(3), 456-464.
Wirtz, J., Patterson, P. G., & Kunz, W. (2016). Managing the customer experience: a measurement‐based approach. John Wiley & Sons.
Yang, Z., Zhang, Y., & Chen, Y. (2014). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 42(6), 642-657.
Yulianto, A., Rahayu, R., & Wulandari, D. A. (2017). The effect of store location and product quality on consumer buying decision at Alfamart in Surabaya. Journal of Management and Business Education, 14(2), 173-182. Chen, Y., & Xie, J. (2017). Third-party platform competition in the presence of direct entry: The role of retailers' retail format choice. Journal of Retailing, 93(1), 7-23.
Downloads
Published
Issue
Section
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 acknowledgement 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 acknowledgement 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 (See The Effect of Open Access).
