E-Commerce Solusi Pemasaran UMKM Dalam Mengembangkan Industri Pariwisata Di Tengah Pademi Covid-19 (Studi Kasus UMKM di Kota Tasikmalaya)

Abstrak E-commerce merupakan solusi bagi pelaku usaha mikro, kecil serta menengah dalam menjalankan bisnisnya di tengah pademi covid-19 karena UMKM merupakan sektor ekonomi kreatif yang terserang dampaknya. Tujuan dari riset ini adalah untuk mengetahui bahwa peranan E-commerce sangatlah mendukung bagi kelangsungan hidup bisnis pelaku UMKM dan dalam mengembangkan industri pariwisata di Tasikmalaya .Populasi atau sample yang diambil sebanyak 10 UMKM yang ada di Tasikmalaya yang tersebar di Kota dan Kabupaten Tasikmalaya dengan beragam jenis usaha bisnisnya. Metode yang dipakai adalah kualitatif deskritif dimana peneliti mewawancarai pemilik UMKM melalui media sosial dikarenakan maasih pemberlakuan pembatasan kegiatan masyarakat (PPKM) sehingga tidak memungkinkan untuk mewawancarai pemilik UMKM secara langsung. metode penelitian ini dihitung berapa presentase penjualan yang didapat pelaku UMKM. Hasil dari penelitian selama bulan Mei sampai dengan bulan Oktober 2020 bahwa presentasi dapat dilihat meningkat dibulan Juni 11,3 % sd 21,2% ,rata-rata menurun di bulan Juli sd Agustus 9,5 % s.d 15,6% dari bulan September ke Oktober dan rata-rata naiknya diangka 15 % sd 42,5%.Hal ini menunjukan bahwa E-commerce menjadi solusi bagi pelaku UMKM ditengah masa pademi covid-19 dan merupakan upaya untuk mengembangkan industri pariwisata . Hal itu dapat mengurangi budget pemasaran yang mana kemudahan dan kecanggihan tekhnologi dalam menyampaikan informasi tentang barang dan jasa yang langsung dialamatkan ke tangan konsumen.Sehingga komsumen atau pembeli tinggal memesan dari rumah dan barang langsung diantar ke rumah sesuai pesanan. Kata kunci: E-commerce, UMKM, Pademi Covid 19, industri pariwisata Abstract E-commerce is a solution for micro, small and medium businesses in running their business in the midst of the COVID-19 pandemic because MSMEs are one of the creative economic sectors that have been affected. The purpose of this study is to find out that the role of E-commerce is very supportive for the survival of MSME business actors and in developing the tourism industry in Tasikmalaya. The population or sample taken is 10 MSMEs in Tasikmalaya which are spread in the City and District of Tasikmalaya with various types of businesses. his business. The method used is descriptive qualitative where researchers interview MSME owners through social media because there are still restrictions on community activities (PPKM) so it is not possible to interview MSME owners directly. This research method calculates the percentage of sales obtained by MSME actors. The results of the research during May to October 2020 that the presentation can be seen increasing in June 11.3% to 21.2%, the average decreased in July to August 9.5% to 15.6% from September to October and the average increase was 15% to 42.5%. This shows that E-commerce is a solution for MSME players in the midst of the COVID-19 pandemic and is an effort to develop the tourism industry. This can reduce the marketing budget where the ease and sophistication of technology in conveying information about goods and services are directly addressed to consumers. Keywords: E-commerce,UMKM, Covid 19 pandemic, tourism industry.

Destination Marketing: Optimizing Resource Allocation Using Modern Portfolio Theory

Despite the significant contribution that tourism generates for national economic health, the tourism industry is challenged by seasonal and periodic volatility in arrivals. This volatility causes inefficiencies in the allocation of a destination’s resources. Policy makers and operators prefer a steady and constant inflow of tourists. Though prior studies have applied a portfolio optimization approach to inbound tourism flows, this study is the first to consider the destination’s marketing budget and each tourism markets’ heterogeneous marketing expenditure–demand elasticity. Our model provides destination marketing organizations with direct guidance as to how to allocate their marketing budget to facilitate portfolio profiles that are efficient from a risk-reward perspective, and that are attainable given budget constraints and known marketing expenditure–demand elasticity patterns. Using Tourism Research Australia International Visitor Survey data, we find that variability in tourism fluctuations can be reduced and inbound tourism numbers/spending significantly increased by implementing smarter (data-driven) marketing budget allocations.

Improving Approaches to the Formation of Enterprise's Marketing Budgets

This article discusses the importance of optimizing advertising budgets for enterprises in the face of fierce competition for the consumer. It highlights the principles that business owners should consider when developing a marketing budget and notes the change in the influence of marketing in the sales funnel. The process of optimization of advertising budgets is presented.Also, the main approaches and methods of forming the marketing budgets of enterprises are highlighted. The method is considered in detail, taking into account the effectiveness of the use of marketing budgets. And recommendations are given on the allocation of budgets within advertising channels, depending on the goals and size of the enterprise.

The impacts of COVID-19 pandemic on retailing in Vietnam: current situations and recommendations

The COVID-19 pandemic seriously impacted almost the fields of the Vietnam economy in the shortterm and long-term, including the retail industry. While, retailing is regarded as one of the most strongly-impacted fields, but it also expresses the quick capability of recovery in comparison to other sectors. This study has been carried out to evaluate and analyze holistically the major effects of the pandemic on the Vietnam retail industry with nine critical impacts: the number of shoppers decreases; great volatility in the rental market; closed shops, maximum staff cuts; retail sales decline seriously; the explosion of e-commerce and home delivery services; change the campaign and decrease marketing budget; invest in building new online sales channels; convert consumption from offline to online and increase stockpiles of goods in the epidemic. Based on these analyses, the author recommends several significant suggestions for the Vietnam government including (1) directly support by in cash for the closed-stores during the pandemic for the traditional retailing; (2) quickly implement liquidity support packages and offer credit packages with preferential interest rates for the modern retailers; (3) solving problems of labor shortages in businesses that produce essential products; (4) increasing the essential stockpile source and manage efficiently the market supply. While some suggestions are delivered for retail businesses to overcome the recession and boost growth after the pandemic: (1) understand customers' problems; (2) reshape business strategy; (3) keep in touch with stakeholders and (4) expand new sales channels. The above suggestions are recommended on the basis of the bright outlooks from both macro factors and the internal retailing market.

MARKETING BUDGET FOR LAUNCHING A STARTUP PRODUCT

The article discusses the approaches for marketing budgeting of startups at a launch stage. There is no single efficient approach to the generation of a startup marketing budget. The selection of the approach will depend on the unique characteristics of the company and product, the target audience and its geography, income, as well as the source of funding (own funds, investor funds, grants, loans, etc.). Marketing and advertising costs in the budget of modern startups have grown significantly over the past ten years due to the following factors: platform consolidation, competition on paid advertising channels, ad blocking and the availability of marketing tools, increased competition, and market saturation. The article summarizes the recommendations that will help to distribute the startup marketing costs effectively. The proposed principles of startup marketing budgeting should be adapted to the conditions of the market environment and the research results of the target audience.

DAMPAK KEBIJAKAN ANGGARAN PEMASARAN TERHADAP VOLUME PENJUALAN PRODUK MIE INSTAN PT INDOFOOD CBP SUKSES MAKMUR, TBK DI KOTA BAUBAU

This study aims to 1) analyze the influence of the marketing budget policy on the volume of product sales of instant noodles in the PT. Indofood CBP Sukses Makmur, Tbk in Baubau, 2) a portrait of the volume of product sales of instant noodles in the PT. Indofood CBP Sukses Makmur, Tbk in Baubau. In this study the research variables consisted of the dependent variable is the volume of sales, and independent variables consisting of distribution costs, advertising costs, costs outlets, and promotional costs. Apart from that necessary support is also variable: the number of workers, the number of receipts of goods, the amount of budget, schedule the use of budgets, types of sales activities, and the selling price. Data were analyzed using multiple linear regression analysis, and trend analysis of sales volume. The study produced several conclusions, among others, promotional costs, advertising costs, costs associated outlets and distribution costs and simultaneously positively and significantly influenced the partial volume of product sales of instant noodles in the PT. Indofood CBP Success prosperous, Tbk Baubau. Based on the value of elasticity, promotional expenses increased 1% then it will increase the sales volume of 0.004%, advertising expenses increased 1% then it will increase the sales volume of 0.002%, expenses increased 1% then the outlet will increase the sales volume of 0.001%, and distribution costs increased 1%, then will increase the sales volume of 0 001%. Volume sales of instant noodle products at PT. Indofood CBP Sukses Makmur, Tbk Baubau from 2010 to 2014 has increased by an average of 159.406 billion rupiahs per year while the year 2011 to 2015 the average sales volume will reach 197.315 billion rupiahs per year. Keywords: marketing budget policies and trends in sales volume.

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.