Strategi Komunikasi Merek Melalui Pemasaran Berbasis Empati bagi Pelaku UMKM pada Masa Pandemi Covid-19 di Kota Bengkulu

Sari, Sapta; Indria, Indria

doi:10.53299/diksi.v3i1.123

Cited by 3 publications

(3 citation statements)

References 8 publications

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“…One interesting thing related to the use of empathy communication by a brand is that when a company empathizes with the company's consumers, there is a tendency to start producing better services and products so that in the end it can have an impact on increasing consumer perceptions of the company's brand and services (Indria, 2022).…”

Section: Empathetic Communication As a Key Message For Indonesian Big...mentioning

confidence: 99%

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

Luik,

Aritonang

2024

kata

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This article is based on an exploratory study of YouTube videos related to the COVID-19 pandemic released by the official accounts of several big brands in Indonesia. By analyzing the videos released by these companies, a combination of key messages that are professionally conveyed to present the actions taken by the brands, in response to the pandemic, with an empathetic feel was found. While there is ample evidence to map out the creative processes behind these videos, our findings show that the brands aim to cover up the techniques they employ in achieving their goals, such as the sending of excessively sympathetic messages. The findings of this study provide initial empirical evidence of Indonesian companies’ tendency to assimilate the local culture of mutual assistance and the existence of branding activities that continue to be carried out during the pandemic. This article ends with a discussion of the communication processes carried out by commercial entities in challenging times.

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Section: Empathetic Communication As a Key Message For Indonesian Big...mentioning

confidence: 99%

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

Luik,

Aritonang

2024

kata

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“…Sektor UMKM menjadi salah satu sektor yang sangat terdampak, yaitu hampir 26 juta UMKM terimbas dengan adanya wabah pandemi ini (Berlian, 2021). Bahkan sebanyak 47 % UMKM mengalami kebangkrutan (Sari & Indria, 2022). Namun juga tidak banyak UMKM yang masih bertahan saat pandemi masih berlangsung, diantaranya adalah UMKM Pempek (Dwijayanti & Pramesti, 2021).…”

Section: Hasil Dan Pembahasan Hasilunclassified

Pendampingan Pemasaran Umkm Pempek Di Pasar Kuliner 26 Ilir Kota Palembang Pada Masa Pandemi Covid 19

Utama¹,

Hatidah²,

Ujang³

2022

akm

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The pandemic era with various restrictions on people's movement continued throughout 2021, causing the economy in various sectors and regions in Indonesia to be affected, including the Micro, Small and Medium Enterprises (UMKM) sector in the Palembang area, South Sumatra which was severely affected. The problem is that many MSMEs are out of business due to management and marketing strategies and are not well known by consumers, as well as a lack of understanding of the importance of digital marketing. One of the impacts of the pandemic is in the culinary world, namely the sale of the typical food of the city of Palembang, Pempek. Many Pempek MSME entrepreneurs feel the direct impact of the Covid 19 attack on the sales of Pempek. The decline in sales turnover of pempek as a typical souvenir from the city of Palembang has forced several pempek stalls in culinary tourism at Pasar 26 Palembang to close their shops. Through the Community Partnership Program (PKM) to overcome these problems, the team proposed priority issues that were agreed upon and resolved. The purpose of this activity is to foster MSMEs, help overcome the problems faced by MSMEs in running their business and increase people's income. The results of this activity: 1) Availability of raw material stock of ground fish 2) Availability of freezer and vacuum sealer machines 3) Achievement of marketing and promotion on social media Pempek out of South Sumatra.

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“…The people of Palembang city during the Covid-19 pandemic lasted for approximately 3 years tended to be more selective in buying products, one of which was Palembang's most popular food, namely pempek [1]. The Covid-19 pandemic has also significantly changed Small and Medium Enterprises or SMEs in Palembang City.…”

Section: Introductionmentioning

confidence: 99%

Strategy For Strengthening SMEs Pempek Palembang Using Local Resources of Snakehead Fish (Channa striata) During the Covid 19 Pandemic

Jayanti

2023

SJE

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The people of Palembang city during the covid-19 pandemic, which lasted for approximately three years, tended to be more selective in buying products, one of which was the most popular Palembang food, namely pempek. The Covid-19 pandemic has also brought significant changes for Small and Medium Enterprises or SMEs in Palembang City. Many SME players have experienced a decline in sales since this pandemic, one of which is the SMsE Pempek of snakehead fish. Based on this condition, during the COVID-19 pandemic, there is a need for a strategy to strengthen SMEs that produce pempek of snakehead fish using a SWOT analysis. This research was carried out in the city of Palembang by taking samples 12 respondents at a SMEs Pempek Snakehead fish. This SMEs is located on Jl. Pakjo Palembang by consideration as one of the producers of snakehead fish pempek which is still active during the COVID-19 pandemic. In order to survive during the COVID-19 pandemic, SMEs Pempek Palembang must implement several targeted strategies, including improving services with 24-hour admin services via Whatsapp application (chat/phone) so that they can be ordered anytime, the order method made by order, creating innovations by using shuji/pandan leaves as a natural dye for pempek and minimizing the fishy smell of fish, making an MoU to snakehead fish farmers so that the availability of raw materials is guaranteed and the price is relatively more stable. In addition, the government, especially the fisheries service, can encourage the community to be more active in cultivating snakehead fish.

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Strategi Komunikasi Merek Melalui Pemasaran Berbasis Empati bagi Pelaku UMKM pada Masa Pandemi Covid-19 di Kota Bengkulu

Cited by 3 publications

References 8 publications

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

Pendampingan Pemasaran Umkm Pempek Di Pasar Kuliner 26 Ilir Kota Palembang Pada Masa Pandemi Covid 19

Strategy For Strengthening SMEs Pempek Palembang Using Local Resources of Snakehead Fish (Channa striata) During the Covid 19 Pandemic

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