scholarly journals MSMEs Marketing Strategy with the Use of Social-Media in the COVID-19 Pandemic Era

2021 ◽  
Vol 3 (4) ◽  
pp. 203-211
Author(s):  
Kadar Nurjaman
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Small Businesses ◽  
Small And Medium Enterprises ◽  
Direct Marketing ◽  
Economic Activities ◽  
Marketing Activities ◽  
World Economic ◽  
Use Of Social Media ◽  
Medium Enterprises

Micro, Small, and Medium Enterprises, commonly abbreviated as MSMEs, is one of the pillars of the economy in Indonesia. It is proven that the MSMEs sector has repeatedly survived various crises that hit Indonesia starting from the monetary crisis in 1998 and the global crisis in 2008. Entering 2020, the world is again experiencing a more severe crisis, namely the COVID-19 pandemic. This crisis is seen as more severe because it has caused a worldwide health emergency that impacts other sectors, especially the economy. Restrictions on outdoor activities known as lockdowns have caused world economic activities to stop. This also impacts the activities of the MSMEs sector, which relies on economic turnover that comes from human activities. The MSMEs sector has been able to survive because of the direct marketing activities of individuals. The prohibition of gathering and opening a business openly (especially in the culinary sector) has had a significant impact on sustainability. Because of this, new marketing strategies for MSMEs sector players are needed to survive and even grow during the COVID-19 pandemic as it is today. Since the COVID-19 pandemic is imminent, this study aims to develop a marketing strategy for small businesses. This study employs a descriptive method and a qualitative approach. When the COVID-19 pandemic begins, UMPM must develop a marketing strategy that will allow them to continue to grow their business or at least to survive. There are eight reasons, namely a) Consumers are active on Social-Media; b) Easy contact with consumers; c) Increase Brand Visibility; d) The widest WOM container; e) e) Has Many Types of Platforms with Different Types of Consumers; f) Assisting in consumer targeting and retargeting; g) Using media more effectively, h) Increasing sales.

scholarly journals SOCIAL MEDIA MARKETING: PROSPECTS AND OPPORTUNITIES FOR SMALL AND MEDIUM ENTERPRISES

2021 ◽  
Vol 1 (1) ◽  
pp. 63-83
Author(s):  
Muhammad Ovais Jummani ◽  
Sadia Shaikh
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Financial Resources ◽  
Financial Investments ◽  
Economic Census ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Actual Size

This paper aims to explore prospects and opportunities of the use of Social Media Marketing tools by Small & Medium Enterprises (SMEs) in Pakistan, to develop and promote their business. The research data findings postulate the fact that the SMEs constitute over 90 percent of 3.2 million business enterprises listed under the Economic Census of Pakistan (2005,) generate 25 percent of manufacturing export earnings and contribute 30 percent to the annual GDP in the country. Despite this fact, the SMEs are considered to be less formally organized sector of the economy relative to large enterprises, have limited access to financial resources and are limited to their scale of production. Social Media Marketing, on the other hand, operates on a less complex organizational structure, requires lower financial investments and even makes an organization appear to be larger than its actual size. These analogous attributes establish a correlation between SMEs and Social Media Marketing. This paper intends to identify the various possibilities which can contribute to the growth and development of the SME sector in Pakistan. The study examines the data evidence and empirically tests the correlation between SME business progress & social media as a mode of business promotion. Consequently, this research paper focuses on how small businesses can use Social Media not only for advertising and marketing their products and services but also for building the business overall, employing transactional mechanisms, sharing information with customers and receiving their feedback and recommendations on a regular basis.

scholarly journals EFFECTIVENESS ANALYSIS OF MARKETING SYSTEM ANUGERAH MINA LESTARI SMEs USING FACEBOOK SOCIAL MEDIA

2020 ◽  
Vol 9 (1) ◽  
pp. 11
Author(s):  
Lina Asmara Wati ◽  
Hartati Kartikaningsih ◽  
Mimit Primyastanto ◽  
Supriyadi Supriyadi ◽  
Rhytia Ayu Christianty Putri
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Marketing System ◽  
Epic Model ◽  
Digital Era ◽  
Effectiveness Analysis ◽  
National Economic ◽  
Technological Developments ◽  
Use Of Social Media ◽  
Medium Enterprises

This time, in the digital era, a business cannot be separated from digital marketing, this is by the explanation of technological developments. The existence of Small and Medium Enterprises (SMEs) in Indonesia is a driving factor in the creation of national economic development because it can spur economic growth. The high use of social media, especially Facebook in Indonesia, encourages business people to use social media as marketing media. This is also done by Anugerah Mina Lestari  SMEs. So that researchers feel they are researching the Effectiveness of the UKM Mina Lestari Marketing System Using Facebook Social Media. The research used the EPIC Model which involved 80 samples. The sample is part of the population of product buyers from Anugerah Mina Lestari SMEs. The effectiveness of the Anugerah Mina Lestari SME marketing system through Facebook social media that was analyzed using the EPIC Model with four variables (Empathy, Persuasion, Impact, Communication), showed an EPIC Rate of 2.943 which means that the Anugerah Mina Lestari SMEs marketing system through Facebook social media can be assessed effectively.

scholarly journals Social Commerce Adoption in SME’s

2018 ◽  
Vol 15 (2) ◽  
pp. 60
Author(s):  
Zakky Zamrudi ◽  
Teguh Wicaksono
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Large City ◽  
Social Commerce ◽  
It Infrastructure ◽  
Self Sufficiency ◽  
Use Of Social Media ◽  
Great Willingness ◽  
Willingness To Use ◽  
Medium Enterprises

Small and medium enterprises (SME’s) has gradually become an economic backbone for several developing country including Indonesia. In several studies, it was assumed that SME's was a sign of self-sufficiency concept. In the economic strike, SME's could sustain the price of several staple goods that are related to society livelihoods such as food and attire. South Kalimantan Province was well known for its authentic fabric namely sasirangan produced by local SME's spread all around the area. SME's are nowadays are inseparable from IT particularly that related to social media to promote their product. The use of IT infrastructure and platform were usually centered in the large city mainly in the capital of province such as Banjarmasin. As an alternative, the use of social media could be employed to empower SME's at county area. This study was aimed to understand the attitude of county area SME's on the use of social media for commerce purposes. The sample involved in this study was 45 Sasirangan SME’s on 5 off-capital counties at South Kalimantan Province. These works use PLS-SEM due to the nature of research was explore the interaction amongst the variable (exploratory factor analysis). The finding shows that in general, SME's entrepreneur has a great willingness to use their social media for commerce purposes. A further discussion of research finding and research limitation will be further discussed in the end of paper.

scholarly journals Social Media Strategies on Brand Awareness at a Small Business Consultancy Firm in South Africa

2020 ◽  
Vol 14 (20) ◽  
pp. 4
Author(s):  
Tarisai F. Rukuni ◽  
Eugine Tafadzwa Maziriri ◽  
Tsepo Mofoka
Keyword(s):  
Social Media ◽  
Business Strategy ◽  
Small And Medium Enterprises ◽  
Theory And Practice ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
Consultancy Firm ◽  
Medium Enterprises ◽  
The Relationship ◽  
Small And Medium Business

<p class="0abstract">Small and medium enterprises – including those in the business consultancy industry – are strategic for the development of the South African economy and for developing marginalised economies through employment creation and income generation. However, the existence of small and medium business consultancy firms is threatened by competitive pressure of multinational consulting firms such as the PricewaterhouseCoopers, McKinsey and KPMG [8]. Small and medium business consultancy firms need to adopt innovative strategies for survival. Appropriate use of social media strategies is one strategy that can be adopted by small and medium business enterprises to influence brand awareness and brand loyalty and to build a competitive edge. An inability to use social media as a business strategy results in poor brand awareness, a decrease in sales, and business closure. It is against this background that this study aimed to assess customers’ perceptions of social media strategies employed by the small and medium business consultancy firm, investigate the relationship between social media strategies and brand awareness, and evaluate the relationship between brand awareness. A quantitative descriptive research methodology, using a structured questionnaire was employed to collect data from a sample of 231 customers at the business consultancy. The Statistical Package for Social Sciences version 25 was employed to conduct descriptive and multivariate analysis, including mean, standard deviation, correlation and regression analysis. Findings indicated that customers had negative perceptions of social media strategies employed by the small and medium business consultancy firm. It was also found that social media strategies had a statistically significant positive relationship with brand awareness and brand acceptance. The research findings hold major implications for theory and practice.</p>

scholarly journals ADOPSI SOCIAL COMMERCE: PEMODELAN UTAUT

2019 ◽  
Author(s):  
zakky zamrudi
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Economic Downturn ◽  
Social Commerce ◽  
It Infrastructure ◽  
Community Needs ◽  
Self Sufficiency ◽  
Research Findings ◽  
Use Of Social Media ◽  
Medium Enterprises

Micro, small and medium enterprises (SME’s) are one of the sectors predicted to be the backbone of the economy in developing countries including Indonesia. In recent studies, it was assumed that SMEs are a sign of the emergence of self- sufficiency. In the economic downturn, SMEs are predicted to be able to support several community needs such as food and clothing. The province of South Kalimantan was famous for its authentic fabrics, namely sasirangan which are produced by local SMEs that are spread throughout the area. The sustainability of SMEs today was inseparable from IT infrastructure, especially those which related to promotion. The use of IT infrastructure and platforms is usually concentrated in big cities such as Banjarmasin. As an alternative, the use of social media can be used by SMEs in county area. This study aimed to understand the attitude of county SMEs related to the use of social media for commerce purposes or called as social commerce. The sample involved in this study were 100 Sasirangan business people in 5 districts in South Kalimantan Province. The analysis used in this study was PLS-SEM. The findings in this study indicate that, in general, SME’s entrepreneurs have a great desire to use their social media for trading purposes. Further discussion of research findings and restrictions on research will be discussed further at the end of the paper.

scholarly journals Pelatihan Pemasaran Melalui Media Sosial Dalam Meningkatkan Penjualan Produk UMKM Di PLUT KUMKM Tulungagung

2021 ◽  
Vol 1 (1) ◽  
pp. 45-52
Author(s):  
Nurani Nurani ◽  
Eni Widhajati ◽  
Eni minarni ◽  
Mukhamad Eldon
Keyword(s):  
Social Media ◽  
Industrial Revolution ◽  
Small And Medium Enterprises ◽  
Global Market ◽  
Business People ◽  
Marketing Model ◽  
Increasing Knowledge ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Product Promotion

Abstract Micro, Small and Medium Enterprises play an important role in improving the economy and welfare of the community. The ability to compete and market products is one of the spearheads for business actors to exist and be competitive. There are many factors that influence the success of a business, however how a product can dominate the market is one of the priorities that business actors must do. In the era of the Industrial Revolution 4.0, business people can no longer rely on conventional marketing, they must also start marketing their products online. This shift in the marketing model must be carried out immediately by business actors so that their products are able to compete in the global market. In this context, the business actors have been assisted by PLUT KUMKM Tulungagung which  have experienced in solving many problems in terms of marketing,. The purpose of this activity is to provide knowledge about the use of social media as a marketing medium and provide skills to MSME owners in increasing sales of their products. The method used in this activity is training and mentoring. The results of the training and mentoring activities besides increasing knowledge are expected that business actors will also be able to use social media as a means of product promotion and marketing so that sales can increase. Abstrak Usaha Mikro Kecil Menengah berperan penting dalam meningkatkan perekonomian dan kesejahteraan masyarakat. Kemampuan bersaing dan pemasaran produk menjadi salah satu ujung tombak agar pelaku usaha dapat eksis dan berdaya saing. Banyak faktor yang mempengaruhi keberhasilan suatu usaha, namun bagaimana  suatu produk dapat menguasai pasar menjadi salah satu prioritas yang harus dilakukan oleh pelaku usaha. Pada era Revolusi Industri 4.0 pelaku usaha tidak dapat lagi mengandalkan pemasaran konvensional, mereka juga harus mulai memasarkan produknya secara online. Pergeseran model pemasaran ini harus segera dilakukan oleh pelaku usaha agar produknya mampu bersaing dipasar global. Pelaku usaha binaan PLUT KUMKM Tulungagung banyak mengalami kendala dalam hal pemasaran, pelaku usaha masih mengandalkan pemasaran konvensional dan belum memanfaatkan media social secara maksimal sebagai sarana pemasaran produknya. Tujuan kegiatan ini adalah untuk memberikan pengetahuan tentang pemanfaatan media social sebagai media pemasaran dan memberikan ketrampilan kepada pemilik UMKM dalam meningkatkan penjualan produknya. Metode yang digunakan dalam kegiatan ini pelatihan dan pendampingan. Hasil dari kegiatan disamping meningkatkan pengetahuan diharapkan pelaku usaha juga mampu memanfaatkan sosial media sebagai sarana promosi dan pemasaran produk sehingga penjualan dapat meningkat.   

scholarly journals Peran Digital Marketing dalam Upaya Peningkatan Omset Penjualan di Era Pandemi Covid-19 (Studi Kasus : UKM Deva Bag Desa Jiken Kecamatan Tulangan Kabupaten Sidoarjo)

2021 ◽  
Vol 3 (3) ◽  
pp. 1
Author(s):  
Fauziatul Isnainiyah ◽  
Nabiela Naily ◽  
Zainal Muttaqim
Keyword(s):  
Social Media ◽  
Action Research ◽  
Marketing Strategy ◽  
Small And Medium Enterprises ◽  
Digital Marketing ◽  
Economic Sustainability ◽  
Marketing System ◽  
Economic Sectors ◽  
Medium Enterprises ◽  
The Impact

WHO states that the Covid-19 virus is a pandemic, so the Indonesian government has implemented various policies to break the chain of spread of COVID-19. The prohibition of gathering or gathering is one of them, so everything must be done online and done at home. This pandemic has had a very bad impact on economic sustainability, many people have experienced a decline in income due to the Covid-19 pandemic, and many have even lost their jobs. One of the economic sectors that is feeling the impact of the pandemic is Small and Medium Enterprises (SMEs). The Deva Bag SMEs is no exception in Jiken Village, Tulangan District, Sidoarjo Regency. With the current pandemic conditions, of course, SMEs must survive so an alternative marketing strategy is needed. Therefore, strategies such as digital marketing are needed which include sales through social media to marketplaces in an effort to increase SME turnover. So this research was conducted with the aim of providing education about digital marketing to Deva Bag SMEs in Jiken Village, Tulangan Regency. The method used is interviews and action research in the form of counseling and education about digital marketing. The activity was carried out properly and regularly, Deva Bag SMEs Desa Jiken was very enthusiastic about wanting to know more about the digital marketing system/strategy.

scholarly journals Using Toe Framework to Analyze Factors Influencing Social Media Usage by Micro, Small And Medium Enterprises

2021 ◽  
Vol 6 (2) ◽  
pp. 159-164
Author(s):  
Muhammad Ardiansyah ◽  
Peni Sawitri ◽  
Sanusi
Keyword(s):  
Social Media ◽  
Entrepreneurial Orientation ◽  
Small And Medium Enterprises ◽  
Media Usage ◽  
Qualitative And Quantitative ◽  
Data Collection Process ◽  
Regression Techniques ◽  
Toe Framework ◽  
Use Of Social Media ◽  
Medium Enterprises

This study aims to evaluate the factors that influence the use of social media in micro, small and medium enterprises. By using a mixed qualitative and quantitative approach, the study examines the influence of factors based on the TOE (Technology-Organization-Environment) Framework theory. The data collection process was carried out by means of interviews and questionnaires distributed online. From the quantitative analysis conducted on 100 samples using multiple linear regression techniques, it is known simultaneously that the factors in the context of the TOE Framework have a significant effect on the use of social media in MSMEs. In the context of technology, the factors that have a significant effect on the use of social media are the interactivity of social media and the suitability of the technology that has been previously owned. Data analysis was carried out using SPSS 25. The results of the study concluded that the suitability factor, inter-activity and entrepreneurial orientation had a significant effect on the use of social media in MSMEs.

scholarly journals Benefits and challenges in adopting social media for SMEs: A case from Bangladesh

2021 ◽  
Vol 2 (3) ◽  
pp. 171-185
Author(s):  
Most. Tahura Pervin ◽  
◽  
Bipul Kumar Sarker ◽  
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Field Studies ◽  
Relative Advantage ◽  
Innovative Management ◽  
Toe Framework ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Structured Questionnaire ◽  
Significant Factors

Abstract Purpose: The purpose of this study was to identify the challenges, Benefits, and various determinants which play an important role in adopting social media among small and medium-sized enterprises (SMEs) in Bangladesh, based on the (Technology-Organization-Environment) TOE Model. The TOE framework seeks to understand the significant factors influencing the decision to adopt social media in SMEs in Bangladesh. Research methodology: In the study, a random sampling method was used to select a representative sample from the existing active SMEs in different regions of Bangladesh. A structured questionnaire was designed to measure constructs such as relative advantage. Preliminary data were collected from 365 small and medium enterprises through field studies. Then the survey data were analyzed using logistic regression (L.R.) of the independent variables included in the TOE framework Results: The outcomes of the study found that only 5 variables: relative advantage, complexity, consistency, top management's assistance, and innovative management factors significantly influence SMEs' decisions to adopt social media. Limitations: The busy schedules of the respondents are key limitations for the study along with the study area. If the study could explore more districts besides Dhaka city, then the study outcomes would be more extensive. Contribution: The results from this study will help SME foundations, research institutes, and government policymakers to formulate strategies for optimal use of social media in SMEs.

scholarly journals Exploring Social Media as a Strategy for Small and Medium Enterprises (SMEs) Performance: Evidence from Oyo State, Nigeria

2019 ◽  
pp. 1-8
Author(s):  
I. O. Ladokun
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Business Environment ◽  
Factors Influencing ◽  
The Social ◽  
Data Collection Instrument ◽  
Principal Factors ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Social Media Strategy

This study explored the role of social media strategy in the performance of SMEs in Oyo state, Nigeria. Specifically the study identified the various types of SMEs using Social Media for marketing, examined the relationship between social medial strategy and SMEs performance, and determined the factors influencing adopting social medial strategy by SMEs in Nigeria. The population of this study was comprised one thousand four thousand and fifty eight (1,458) SMEs that registered with the SMEDAN, while one hundred and thirty two (132) was selected as a sample size for the study. The data collection instrument for the study was a structured questionnaire and personal interview. Data analysis was performed with the aid of descriptive and inferential statistics. The result showed that Facebook, Twitter and LinkedIn are the major social media employed by the SMEs to exploit competitive advantage. The result also revealed that build brand awareness, promote products and/or services, and collect customers feedback are the majors principal factors influencing adoption of the social media strategy by SMEs. In conclusion, the study confirmed that there a significant relationship between social medial strategy and SMEs performance. Subsequently, the study recommended that Small and Medium Enterprises Development Agency of Nigeria should sensitize the SMEs operators on how to make use of social media strategy and benefits accrued to its usage. Also, government should provide conducive business environment that will enable SMEs to thrive.

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