ARTICLE

Implementation of Digital Marketing for Economic Recovery of Micro Small Enterprise after Covid-19

Febrianur Ibnu Fitroh Sukono Putra, Risanda Alirastra Budiantoro, Awanis Linati Haziroh


© 2021 Febrianur Ibnu Fitroh Sukono Putra, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International. (CC BY-NC 4.0).

Citation Information: SAR Journal. Volume 4, Issue 3, Pages 138-148, ISSN 2619-9955, https://doi.org/10.18421/SAR43-07, September 2021.

Received: 29 July 2021.
Revised:   10 September 2021.
Accepted: 16 September 2021.
Published: 23 September 2021.

Abstract:

The most important thing that needs to be considered in a pandemic is the economic sector recovery mechanism due to the lockdown policy, especially in Indonesia. This lockdown policy is an anticipatory step from the Government to the chainbreak of Covid-19s spread. The application of digital marketing at a strategic level is carried out as an alternative solution to traditional marketing becomes more comprehensive. So, this research aims to build and develop a model that is ideal for micro-enterprises adoption in Indonesia. This research uses an exploratory qualitative approach. Data sources were obtained through observation, interviews, and literature studies. The micro-enterprise adoption process comprises (1) the initiation phase, (2) the decision-making phase, and (3) the outcomes phase. The advantages of this program are (1) increase trust from existing customers and acquiring potential new customers, (2) novelty in technological sophistication, (3) expanding market share, and (4) increasing competitiveness.


Keywords – Adoption, Covid-19, Digital Marketing, Micro-enterprise.

                   

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