Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul 'Ulum Jombang

https://doi.org/10.35912/jbpd.v1i1.452
Published: Jul 1, 2021

Abstract:

Purpose: This study aims to determine the marketing management strategies of MSME players during the Covid-19 pandemic. This research is included in qualitative research with a case study approach.

Research Methodology: The data obtained in this study were qualitative data collected through in-depth interviews, observation and documentation—retrieval of informants using a purposive sampling technique. The source of the data came from 4 MSME informants who trade in the Islamic boarding school area. The informants have been trading in this micro-business sector for at least five years as their main job. The data were analyzed using interactive analysis techniques, namely through the stages of data reduction, data presentation, and drawing conclusions and verification.

Results: The result of this research is that the strategy undertaken by MSME actors is to strengthen and expand the network of customers in collaboration with Kyai or Islamic boarding school Teachers by doing "Sowan", which is in the category of social capital.

Contribution: The social capital used by the informants as a marketing method during the Corona pandemic is very suitable for the current pandemic conditions. The conditions in the boarding school are that the students are not free to do online transactions like the general public. They can make online transactions via WhatsApp messages or telephone only with business people who are allowed with the permission of the boarding school caretakers.

Keywords:
1. Social Capital
2. MSMEs
3. Islamic Boarding Schools
4. Marketing Strategy
Authors:
1 . Mas’adah
2 . Asngadi
3 . Agung Hirmantono
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How to Cite
Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul ’Ulum Jombang . Jurnal Bisnis Dan Pemasaran Digital, 1(1), 43–48. https://doi.org/10.35912/jbpd.v1i1.452
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Vol. 1 No. 1 (2021): Juli
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References

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  1. Aghajanian, A. (2012). Social Capital and Conflict. HiCN Working Paper.
  2. Astuti, M., & Amanda, A. R. (2020). Pengantar Manajemen Pemasaran. Analyzing Consumer Markets.
  3. Ferdinand, A. (2006). Modal Sosial Dan Keunggulan Bersaing: Wajah Sosial Strategi Pemasaran. In Research Paper Series. Seri Penelitian Manajemen.
  4. Fitriyani, I., Sudiyarti, N. ., & Fietroh, M. N. . (2020). Strategi Manajemen Bisnis Pasca Pandemi Covid-19. Indonesian Journal of Social Sciences and Humanities.
  5. Gelderblom, D. (2018). The limits to bridging social capital: Power, social context and the theory of Robert Putnam. Sociological Review. https://doi.org/10.1177/0038026118765360
  6. Hamza, L. M., & Agustien, D. (2019). Pengaruh Perkembangan Usaha Mikro, Kecil, dan Menengah Terhadap Pendapatan Nasional Pada Sektor UMKM di Indonesia. Jurnal Ekonomi Pembangunan. https://doi.org/10.23960/jep.v8i2.45
  7. Istifhama, L. (2017). STRATEGI BERTAHAN DAN MODAL SOSIAL PEDAGANG PASAR TRADISIONAL SWASTA DALAM PERSPEKTIF EKONOMI ISLAM. At-Taradhi: Jurnal Studi Ekonomi. https://doi.org/10.18592/at-taradhi.v8i1.1492
  8. Khoiri Abdi, M., & Febriyanti, N. (2020). Penyusunan Strategi Pemasaran Islam dalam Berwirausaha di Sektor Ekonomi Kreatif Pada Masa Pandemi Covid-19. El-Qist?: Journal of Islamic Economics and Business (JIEB). https://doi.org/10.15642/elqist.2020.10.2.160-178
  9. Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.
  10. Kushandajani, K. (2019). Social and Economic Empowerment for Village Women as a Strategy of Village Development. The Indonesian Journal of Planning and Development. https://doi.org/10.14710/ijpd.4.1.1-6
  11. Mas’adah’. (2016). Economic Analysis of Externalities Cottage In The Presence Of Boarding Darul ’ ulum Rejoso in Jombang. International Journal of Business and Management Invention, 5(3), 85–88.
  12. Mustakim, M., & Syafrida, S. (2020). Pandemi Covid-19 Sebagai Alasan Force Majeure Dalam Melakukan Pemutusan Hubungan Kerja di Indonesia. SALAM: Jurnal Sosial Dan Budaya Syar-I. https://doi.org/10.15408/sjsbs.v7i8.16552
  13. Nasruddin, R., & Haq, I. (2020). Pembatasan Sosial Berskala Besar (PSBB) dan Masyarakat Berpenghasilan Rendah. SALAM: Jurnal Sosial Dan Budaya Syar-I. https://doi.org/10.15408/sjsbs.v7i7.15569
  14. Putnam, R. D. (1995). Bowling Alone: America’s Declining Social Capital. Journal of Democracy. https://doi.org/10.1353/jod.1995.0002
  15. Riva’i, A. R. (2009). Kekuatan Memaksa dalam Pemasaran Relasional dan Dampaknya Pada Strategic Marketing Outcames (Studi Empiris Pada Industri Pariwisata di Indonesia). Disertation.
  16. Rosmadi, M. L. N. (2021). Penerapan Strategi Bisnis di Masa Pandemi Covid-19 Jurnal IKRA-ITH Ekonomika Vol 4 No 1 Bulan Maret 2021. Jurnal IKRA-ITH Ekonomika.
  17. Siagian, A. O., & Cahyono, Y. (2021). Strategi Pemulihan Pemasaran UMKM di Masa Pandemi Covid-19 Pada Sektor Ekonomi Kreatif. Jurnal Teknologi Dan Sistem Informasi Bisnis. https://doi.org/10.47233/jiteksis.v3i1.212
  18. Subekti, M. Y. A., & Fauzi, M. M. (2018). Peran Pondok Pesantren dalam Pemberdayaan Masyarakat Sekitar. Al-I’tibar?: Jurnal Pendidikan Islam. https://doi.org/10.30599/jpia.v5i2.554
  19. Suindratwati. (2015). Strategi Pemasaran Islami Dalam Meningkatkan Penjualan Studi Kasus?: Toko Jesy Busana Muslim Bapangan Mendenrejo Blora. Strategi Pemasaran Syariah.
  20. Tambunan, T. (2005). Promoting small and medium enterprises with a clustering approach: A policy experience from Indonesia. In Journal of Small Business Management. https://doi.org/10.1111/j.1540-627X.2005.00130.x
  21. Tambunan, T. T. H. (2011). Development of micro, small and medium enterprises and their constraints: A story from Indonesia. Gadjah Mada International Journal of Business. https://doi.org/10.22146/gamaijb.5492
  22. Tjiptono, F. (2008). Strategi Pemasaran, Edisi Ketiga, Cetakan Keempat. Yogyakarta: Andi Offset.
  23. Triana, N. N., & Retnosary, R. (2020). Pengembangan Model Pemasaran Batik Karawang sebagai Produk Unggulan Daerah. Jurnal Inovasi Dan Pengelolaan Laboratorium.
  24. Wahyunti, S. (2020). Peran Strategis UMKM Dalam Menopang Perekonomian Indonesia Di Tengah Pandemi Covid-19. Jurnal Ekonomi Syariah.
  25. Wulandari, R. (2017). MODAL SOSIAL MEDICAL REPRESENTATIVE PERUSAHAAN FARMASI DI KOTA MADIUN. Paradigma.