Comparative Study of Technology Approaches in Using Online Marketing Strategies for Small and Medium Enterprises in Indonesia During the COVID-19 PANDEMIC

Abstract

The impact of the coronavirus pandemic has been felt in the business and financial world. In a fairly short time, marketing patterns have changed, especially when social distancing is enforced and micro-restrictions. Business actors have to rack their brains to be able to market their products or services to consumers as a brand strategy to survive amid the coronavirus pandemic. Business people optimize online marketing and digital branding to communicate with their target consumers. The COVID-19 PANDEMIC has also accelerated digitalization in the marketing sector. Online sales are one of the solutions to the limited physical movement of people to visit shopping centres. The switch to online marketing is also one strategy that determines whether or not a product can survive during a pandemic. This study describes how small and Medium Enterprises in Indonesia face the Covid 19 pandemic. It is hoped that this literature study can provide an overview of the condition of MSMEs in Indonesia during the pandemic to improve welfare through online marketing.

Analysis of Online Marketing Strategies Post Pandemic COVID-19

“…The ever-evolving movement of information technology breakthroughs, from networks and the Internet to wireless, telephony systems and digital cables, continues to change the scope of business. Various breakthroughs that continue to develop have enabled business people and traditional companies to be able to create products and services as well as develop new forms of business by abandoning old forms, completely shaking up the industry, creating new business fields and changing the way of doing business every day (Haryadi et al, 2022). In addition, when viewed from a consumer's perspective, the use of information and communication technology will provide several advantages including efficiency, convenience, complete product information, competitive prices, price discounts, and product differences (Titin Endrawati et al, 2022).…”

“…Many sectors have been significantly affected by COVID-19, one of which is the business and economic sector which is the basis of the crucial economy. In this context, business actors in the business and economic sectors must find ways to survive in this situation (Haryadi et al, 2022). One of them is by changing the sales strategy which is carried out as an example that can be seen as food business actors who have collaborated a lot using online motorcycle taxi startup services in promoting food and using food delivery services through digital media.…”

“…Companies that previously promoted conventionally have to change their marketing methods to digital restrictions on movement to maintain social distancing. Digital marketing is a solution to overcome situations of limiting movement and maintaining social distance (Haryadi et al, 2022). Irrational consumer decision making often occurs in the current pandemic situation, such as what recently happened at the beginning of the pandemic outbreak, namely hoarding household goods to unexpected items such as toilet paper, and this behavior is happening all over the world.…”

Determinants on Small Scale Business: An Empirical Evidence from Indonesia

“…In many countries, the growth of small and medium enterprises (SMEs) is one driver of the economy [1][2][3][4]. Garbie [5], Armawan and Sudarmiatin [6], Villaschi [7] and Haryadi et al [8] understand that the level of competitiveness of SMEs in countries such as Singapore, Taiwan, Brazil, and South Korea or those who are members of the Newly Industrializing Countries (NIC's) are in productive, successful, and efficient phases and characteristics. Case studies for developed countries, such as India, China, and Saudi Arabia SMEs account for 32% of total exports and 40% of manufacturing industry output [9,10].…”

THE EFFECT OF INFORMATION TECHNOLOGY AND ENTREPRENEURSHIP ON THE E-SERVICES QUALITY THAT HAVE AN IMPACT ON CUSTOMER VALUE: EVIDENCE FROM INDONESIA SMEs

“…In 2023, after the COVID 19 pandemic era, internet penetration has had a huge impact on small and medium businesses in Indonesia. It is certain that the internet will continue to develop compared to the conditions in 2020, even the quality of Indonesia's internet in 2023 is targeted to be like Singapore (Haryadi et al, 2021). In terms of the use of information technology, currently many types of SMEs are starting to take advantage of it to improve services (Hsieh & Chou, 2018).…”