Inovasi Pemasaran Sebagai Strategi Pemulihan Usaha Mikro Kecil dan Menengah selama Pandemi: Studi kasus UKM di Kota Batu dan Kota Malang
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Abstract
Covid-19 has disrupted life and the economy. Large-Scale Social Restriction Policy (PSBB) - The implementation of Community Activity Restrictions (PPKM) to contain the spread of the COVID-19 pandemic has had a negative impact on all economic activities in Indonesia, including micro, small and medium enterprises (MSMEs). MSME actors have very limited resources and vulnerable supply chains and business-to- business/business-to-client relationships. This article focuses on a multidisciplinary methodological approach for MSMEs to innovate in an effort to new markets and make better use of their limited resources. The results of the research are insights about innovation as a means of survival for SMEs during and entering the new normal in the midst of Covid-19. The use of digital resources was identified as a key facilitator for research-based innovative networking and product design in the context of a pandemic requiring physical distancing.
Keywords: marketing innovation, strategy, covid 19 pandemic
Abstrak
Covid-19 telah mendistrupsi kehidupan dan perekonomian. Kebijakan Pembatasan Sosial Berskala Besar (PSBB) - Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) untuk menahan sebaran pandemi COVID-19 telah berdampak negatif pada semua kegiatan ekonomi di Indonesia tidak terkecuali pelaku usaha mikro kecil menengah (UMKM). Pelaku UMKM memiliki sumber daya yang sangat terbatas dan rantai pasokan yang rentan serta hubungan bisnis-ke-bisnis/bisnis-ke-klien. Artikel ini berfokus pada pendekatan metodologis multidisiplin untuk UMKM berinovasi sebagai upaya untuk pasar baru dan memanfaatkan sumber daya mereka yang terbatas dengan lebih baik. Hasil penelitian adalah wawasan tentang inovasi sebagai alat bertahan bagi UMKM selama dan memasuki new normal ditengah Covid-19. Penggunaan sumber daya digital diidentifikasi sebagai fasilitator utama untuk jaringan dan desain produk inovatif berbasis penelitian dalam konteks pandemi yang harus menjaga jarak secara fisik.
Kata kunci: inovasi pemasaran, strategi, pandemi covid-19
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