Mystery in Marketing Management Products Post COVID-19 as a Model of Survival Strategy Towards the Awakening of Micro Small and Medium Enterprises (MSMEs) in the Digital Economy Era

Abstract

This research aims to find out the secret strategy applied in the marketing management of Mie Ewok Sukabumi Post COVID-19 towards the rise of MSMEs in the digital economy era. This study uses a qualitative approach with qualitative descriptive analysis and uses triangulation techniques to examine the data obtained from observations, interviews, FGDs, literature studies, and field visits. Based on the data that was collected, reduced, and the results of the FGD deepening, the findings from our analysis show that the secret survival strategy applied in Mie Ewok marketing management after COVID-19 towards the rise of MSMEs in the Digital Economy era, starting with personal branding and digital branding, digital media selection, business process strategy, online marketing, sales promotion, digital literacy readiness, and economic literacy. It is hoped that the survival strategy revealed is useful, feasible to be adopted and developed by other MSME actors to be implemented through marketing management by combining adaptability and survival in order to be able to rise again to continue to grow and have high competitiveness in the era of the digital economy. Qualitative descriptive analysis using this triangulation technique has enabled us to conduct an in-depth and detailed analysis of the business sector with the criteria of micro and small enterprises but has a narrow generalization capability for the larger business sector or industry. To overcome this limitation, future research is expected to use surveys covering the medium and large business sectors or other industries to test the findings and theories resulting from this research. The generalizations can be applied more broadly and guaranteed.

DMT-CE (Digital Media Training-Capability Enhancement) Culinary Business Sector Sop Asep Amih Sukabumi to Improve Online-Based Adaptive Marketing Capabilities

“…so that the implementation of this digital media training is expected to help / support government programs, goals and policies and complement the role of other stakeholders, in an effort to improve online-based adaptive marketing capabilities for SMEs who become partners, as well as to support their business practices to continue to be updated in business models and processes as well as sustainable operations with better economic performance that has high competitiveness. The implication is that with the resilience and revival of sustainable SMEs collectively across various subnationals, from an economic perspective, it has the potential to contribute to the performance of the national economy that has global competitiveness (Wahdiniwaty, Firmansyah, Dede, et al, 2022).…”

“…It is hoped that the implementation of digital media training-capability enhancement (DMT-CE) can provide benefits for partners and interested parties. In general, the implementation of SME digital education and training is well carried out by stakeholders including the incubation, assistance and service of academics (A); can be a potential alternative strategy suitable for SMEs in taking advantage of technological opportunities in connection with the importance of the business digitization process (Saepuloh et al, 2022), which allows it to survive and continue to develop sustainably in the era of the digital economy (Wahdiniwaty, Firmansyah, Suryana, et al, 2022), with the presence of critical behaviors and skills, adequate digital literacy, increased digital awareness and digital inquiry capabilities , The courage to undertake digital transformation through the ability to leverage social media and marketplaces to support expanding its marketing reach (Setiawan et al, 2021), according to its distribution and the boundaries of the areas it can serve. Online marketing practices are also an adaptive form of business in the perspective of information dissemination and existence, as well as a form of mix with offline business processes that remain relevant traditional strategies continue to be inherent and highly relied upon for this type of business.…”

Peran Mediasi Inovasi: Hubungan Antara Harga dan Kualitas Pelayanan dengan Kepuasan Konsumen

“…Inovasi merupakan bagian dari strategi proses bisnis yang mencari sisi celah segmentasi pasar mana yang mungkin bisa di isi oleh produk/layanan yang akan ditawarkan (Wahdiniwaty & Firmansyah, 2022). Inovasi dapat diyakini sebagai upaya untuk memperkuat dan menyelaraskan elemen organisasi dalam lanskap bisnis yang dijalankannya (Herrera, 2016).…”

Human Resources: Skills and Entrepreneurship in Industry 4.0

“…dengan kacamata virtual/dunia maya (Helmrich, 2015;Hecklau et al, 2016). Memadainya infrastruktur TIK yang dibangun pemerintah, adanya komitmen swasta di bidang digital platform e-commerce dan marketplace, semakin meningkatnya penetrasi pengguna internet/dunia maya, semakin banyaknya aktor dalam ekosistem digital baik berperan sebagai pembeli maupun penjual (Wahdiniwaty et al, 2022), keberanian dan kemampuan transformasi dan adaptasi semakin penting.…”