Strategi omnichannel marketing & keberlanjutan bisnis e-commerce melalui karakter dan mindset UMKM selama pandemi COVID-19 di Kota Medan

  • Lubis M
  • Dalimunthe D
  • Hutagalung B
  • et al.
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Abstract

Penelitian ini mengkaji strategi UMKM untuk bertahan di masa pandemic COVID-19. Hasil kajian ini dapat digunakan oleh pelaku UMKM untuk mengambil keputusan dalam ketidakpastian masa pandemic. Penelitian ini sedikit agak berbeda pada penelitian-penelitian serupa sebelumnya. Penelitian terdahulu mengkaji sustainability bisnis UMKM dalam kondisi normal dan persaingan antar bisnis UMKM. Namun pada masa pandemic COVID-19 kondisi jauh berbeda. Hal tersebut tidak lepas dari kondisi anomali pasar yang menyerap produk UMKM.UMKM menghadapi masa paling sulit dalam sejarah bisnis mereka. Penelitan ini menjelaskan sebuah perubahan perilaku baik pelaku UMKM maupun pembeli dalam menghadapi pandemic. Penelitian ini juga menunjukkan bahwa pelaku bisnis UMKM yang bertahan adalah mereka yang mampu beradaptasi dan melakukan inovasi terhadap layanan dan peroses produksinya. Dengan adanya penelitian ini diharapkan dapat memberi kontribusi pada Pengembangan strategi UMKM agar dapat bertahan dimasa pandemic COVID-19.This study examines the strategies of SMEs to survive the COVID-19 pandemic. The results of this study can be used by MSME actors to make decisions during the uncertainty of the pandemic. This study is slightly different from previous similar studies. Previous research examines the sustainability of the MSME business under normal conditions and the competition between MSME businesses. However, during the COVID-19 pandemic, the situation was much different. This is inseparable from the condition of market anomalies that absorb MSME products. MSMEs are facing the most difficult period in their business history. This research explains a change in the behavior of both MSME actors and buyers in the face of a pandemic. This study also shows that the surviving MSME business actors are those who are able to adapt and innovate on their services and production processes. With this research, it is hoped that it can contribute to the development of MSME strategies so that they can survive during the COVID-19 pandemic.

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APA

Lubis, M. A., Dalimunthe, D. M. J., Hutagalung, B., & Lubis, A. S. (2022). Strategi omnichannel marketing & keberlanjutan bisnis e-commerce melalui karakter dan mindset UMKM selama pandemi COVID-19 di Kota Medan. SOROT, 17(2), 105. https://doi.org/10.31258/sorot.17.2.105-116

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