STRATEGI PEMASARAN UMKM SAAT MASA PANDEMI COVID-19 MELALUI MEDIA SOSIAL INSTAGRAM PADA KARYAWAN PHK DI KOTA PALEMBANG

RAHMAH, MUTIYA and Susanto, Tri Agus and Yanti, Mery (2021) STRATEGI PEMASARAN UMKM SAAT MASA PANDEMI COVID-19 MELALUI MEDIA SOSIAL INSTAGRAM PADA KARYAWAN PHK DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The Covid-19 pandemic affects various sectors, especially in the economic sector of the people in Palembang City who work as employees. With the enactment of PSBB, WFH, and Social Distancing causing current consumer behavior to change, it is important for MSME actors to change marketing strategies. The purpose of this study was to find out and understand the marketing strategy of MSMEs during the Covid-19 pandemic through Instagram social media for laid-off employees in Palembang City. This research is studied by using the marketing mix concept from Kotler and Armstrong. The method used in this study is a qualitative method with a qualitative descriptive type. This study uses data collection techniques based on observations, library research interviews and documentation with six (6) MSME business actors as the main informants. As for the results of this study, it is known that there are four marketing strategies that can be carried out by MSME business players during the Covid-19 pandemic, namely strategies in determining products, strategies in pricing, strategies in determining places and strategies in determining promotions. Keywords: Covid-19 pandemic, MSMEs, Instagram

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pandemi Covid-19, UMKM, Instagram
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Mutiya Rahmah
Date Deposited:	27 Oct 2021 04:21
Last Modified:	27 Oct 2021 04:21
URI:	http://repository.unsri.ac.id/id/eprint/56514

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