PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI GUNA MENINGKATKAN PRODUKTIVITAS UMKM CITA RASA IBU RIKA PADA MASA PANDEMI COVID-19 DI DESA BUAHDUA

Abstract

MSMEs (Micro Small and Medium Enterprises) are ones of economic activities that drive Indonesia's economic development (Inna Primiana). When Covid-19 had an outbreak in Indonesia, many MSMEs experienced deterioration, even some of which were forced into bankruptcy. One of them was MSMEs Cita Rasa managed by Ibu Rika which was very affected by the pandemic situation. A problem that was faced by this business was mainly the lack of knowledge in online marketing in which during the pandemic, most of the strategies were online-based marketing. The strategy to solve this problem was through implementing digital marketing. Therefore, this study was conducted to provide assistance to this enterprise in term of digital marketing to boost its sales and revenues. Several online strategies were offered. Firstly, the owner was assisted in creating social media accounts like Instagram, WhatsApp Business, and Tokopedia. Secondly, a review of this enterprise was uploaded onto official website of STIE Sebelas April Sumedang and onto official website of Buahdua Village. This was intended to provide more exposure for the product promotion. Thus, the MSMEs managed by Ibu Rika which produced Opak, Lenring, and Renginang was expected to be developed