Survival Strategies and Online Marketing in the Time of the COVID-19 Pandemic of Bandung City SME: A Case Study of the Cibaduyut Shoe Center

Abstract

This study aims to describe and analyze survival strategies and online marketing strategies for small shoe businesses during the COVID-19 pandemic in Bandung. This study uses a qualitative method with a case study approach. Data were obtained by interviewing knitting business actors and related parties as key informants. The results showed that the COVID-19 pandemic had a negative impact on small shoe businesses in the shoe center of Bandung city. As a strategic step in the midst of a pandemic, business people use a survival strategy, by not increasing selling prices, but reducing profit targets, in the online marketing strategy of knitting small businesses using strategies: e-commerce, digital marketing, improving product and service quality, and customer relations. The implementation of this strategy is driven by an entrepreneurial spirit, flexibility, responsiveness to changes and technological developments, and the ability to collaborate with various stakeholders. This research shows that small businesses that implement survival strategies and online marketing are able to survive and improve business performance.

Analisis Pengaruh Pembiayaan, Skala Usaha, dan Ketersediaan Sumber Daya Manusia terhadap Profitabilitas UMKM

“…Namun, terdapat beberapa penelitian terkait UMKM di Kota Bandung yang dapat dijadikan acuan untuk melakukan analisis kesenjangan penelitian. (Abdurohim & Ramdan, 2022;Erlangga et al, 2022) ini membahas tentang kendala yang dihadapi UMKM dalam mengembangkannya, termasuk dalam hal sumber daya manusia, keuangan, dan pasar. Studi ini juga menyoroti pentingnya semangat pelaku usaha dalam membuat UMKM terus maju dan mampu bersaing dengan usaha sejenis lainnya.…”

Strategy creation behaviour and “last gasp” digitalization as predictors of sales performance and cash flow

“…As the pandemic raged, SMEs' sales fell by 50% in Japan (Fukuda, 2023), 72% in Garowe [Somalia] (Warsame, 2020) and by more than 81% in Calabar [Nigeria] (Ojong-Ejoh et al, 2021). Under such pressure, it became the norm rather than the exception for SMEs to commission websites with payment processing capability in order to salvage their sales (Cheong, 2022;Sonjaya and Ramdan, 2023). According to Almahmood and Tekerek (2022), the added value of digital transformation through e-commerce is its ability to recommend secondary offerings of interest to consumers.…”

Electronic-Based Marketing Strategies in Building Competitive Advantages in Silk Weaving Small Businesses in Wajo District

“…Research has shown that electronic-based marketing strategies can be effective in improving the performance of small businesses. For example, Abdurohim & Ramdan (2022) found that online marketing was crucial for the survival of small businesses during the COVID-19 pandemic. Similarly, Tantri et al (2022) and Isma et al (2020) emphasized the importance of digital marketing strategies in accelerating economic recovery for household businesses.…”