Strategi Komunikasi Pemasaran Usaha Mikro Kecil Dan Menengah Pada Era New Normal

Abstract

Micro, Small and Medium Enterprises (MSMEs), both in the service and production business sectors, faced a variety of severe challenges with the existence of the Covid-19 pandemic that has taken place since the last three months. The challenges most often felt by MSMEs are the significant decrease in turnover, lack of customers, difficulty in obtaining raw materials, and obstacles in product marketing due to the existence of Large Scale Social Restrictions (PSBB) in various regions. Now the MSMEs are faced with an era of New Normal which is marked by the reopening of people's daily activities while maintaining themselves from the spread of the Covid-19 pandemic. The New Normal Era provides challenges as well as opportunities for MSMEs. Many MSMEs actually experienced a significant increase in turnover in the current New Normal era. The purpose of this study is to produce recommendations for MSMEs in implementing marketing communication strategies that are appropriate in the New Normal era.

The problem of this research is how the MSMEs marketing communication strategy in the New Normal Era this time. This study uses qualitative research methods with data collection techniques using online interviews and descriptive data analysis techniques, with the research informants being MSMEs actors in DKI Jakarta Province.

The results showed that in responding to the New Normal era at this time, MSMEs used marketing communication strategies by focusing more on marketing on digital platforms, but without leaving traditional or non-digital markets and coupled with soft selling strategies. Through the implementation of the three marketing communication strategies, MSMEs can continue to compete in the current New Normal era. Recommendations from this study can be used by MSMEs to survive in the New Normal era.