STRATEGI BERTAHAN DAN PEMASARAN ONLINE DI MASA PANDEMI COVID-19 UKM KOTA BANDUNG STUDI KASUS USAHA KECIL RAJUT
DOI:
https://doi.org/10.23969/kebijakan.v14i1.5860Keywords:
Strategi Bertahan; Pemasaran online; Usaha kecil; COVID-19Abstract
Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis strategi bertahan dan strategi pemasaran online usaha kecil rajut di masa pandemi COVID-19 di Bandung. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh dengan mewawancarai pelaku usaha rajut dan pihak terkait sebagai informan kunci. Hasil penelitian menunjukkan bahwa pandemi COVID-19 berdampak negatif pada usaha kecil rajut di sentra rajut kota bandung. Sebagai Langkah strategi di tengah pandemi, para pelaku bisnis menggunakan strategi bertahan, dengan cara tidak menaikkan harga jual, melainkan mengurangi target keuntungan, dalam strategi pemasaran online pelaku usaha kecil rajut menggunakan strategi : e-commerce, pemasaran digital, peningkatan kualitas produk dan layanan, serta hubungan pelanggan. Implementasi strategi tersebut didorong oleh semangat kewirausahaan, fleksibilitas, tanggap terhadap perubahan dan perkembangan teknologi, serta kemampuan berkolaborasi dengan berbagai pemangku kepentingan. Penelitian ini menunjukkan bahwa usaha kecil yang menerapkan strategi bertahan dan pemasaran online mampu bertahan dan meningkatkan kinerja bisnis.Downloads
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