Managerial Aspect and Digital Marketing of Micro, Small and Medium Enterprises in West Java

Abstract

Changes in economic order in the new normal era have an impact on the marketing and managerial aspects of Micro, Small and Medium Enterprises (MSMEs). Many MSMEs have not yet used digital marketing so that they experienced a significant decline in sales and have not been able to overcome managerial problems. This research method is designed as a survey research with a descriptive approach using narrative analysis tools. The population in this study are MSMEs in West Java selected through cluster random sampling technique. The results of the descriptive analysis show that the managerial aspect has a recapitulation value of the respondents of 1706 (important) and the marketing aspect of 3005 (very important). Manual marketing aspects will be offset by business digitization. Meanwhile, improvements in managerial aspects from the perspective of strengthening human resources and financial records need to be seriously taken by MSMEs actors since both aspects have a significant impact on the sustainability of MSMEs businesses.

The Well-Being of Micro Small and Medium Enterprises’ Practitioner in Covid-19 Pandemic

“…This research was conducted from June to November 2021, and the questionnaire distributed in October, with focus of the study scope in West Java province. West Java province has the potential for business development through the increasing number of MSMEs sector every year in each city and regency, for example in 2020 the number of MSMEs in West Java province reaches two million which indicate the great potential for community economic development (Hernita & Ginanjar, 2021;Primatami & Hidayati, 2019). Previous study has shown that the MSMEs practitioners in West Java has high category of work ethic which is relevant to deal with the challenge of ASEAN economic community (Harding, 2020).…”

Pengaruh Financial Capabilities, Networking Terhadap Kinerja Usaha UMKM di Kota Sukabumi Melalui Intellectual Capital

“…Jawa Barat dikenal sebagai provinsi penghasil Usaha Mikro, Kecil, dan Menengah (UMKM) terbesar di Indonesia, dengan sektor pangan menjadi salah satu sektor yang paling banyak digarap Hernita & Ginanjar, 2021). Namun, pandemi Covid-19 berdampak pada penurunan pendapatan UMKM di Jawa Barat, dan sebagian UMKM di bidang pangan masih belum mampu menyelesaikan masalah manajerial, meskipun produknya belum dipasarkan melalui media online (Nurani et al, 2020).…”

“…Namun, pandemi Covid-19 berdampak pada penurunan pendapatan UMKM di Jawa Barat, dan sebagian UMKM di bidang pangan masih belum mampu menyelesaikan masalah manajerial, meskipun produknya belum dipasarkan melalui media online (Nurani et al, 2020). Untuk mendukung pengembangan UMKM di Jawa Barat, diperlukan kebijakan dan inisiatif yang menjawab tantangan yang dihadapi UMKM, seperti peningkatan akses ke sumber daya dan pemberian program pelatihan dan dukungan (Hernita & Ginanjar, 2021).…”

Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat

“…Sebuah studi menemukan bahwa kapabilitas pemasaran digital memiliki pengaruh positif terhadap kinerja UMKM (Odoom et al, 2017;Purwanti et al, 2022;Wardaya et al, 2019). Studi lain menemukan bahwa pemasaran digital dapat mengimbangi aspek pemasaran manual dan meningkatkan keberlanjutan bisnis UMKM (Hernita & Ginanjar, 2021). Selain itu, dicatat bahwa UMKM perlu mengembangkan kemampuan pemasaran mereka dan meningkatkan kinerja pemasaran mereka, yang dapat dicapai melalui pemasaran digital (Hermina et al, 2020).…”