Digital Media Marketing Strategies for MSMEs during the Covid-19 Pandemic

Abstract

Covid-19 pandemic has changed marketing patterns of the Micro, Small, and Medium Enterprises (MSMEs) entrepreneurs to allow them to survive adversities as the impact of public activity restrictions by the government. The decline in consumer intensity and flow of goods and services has caused the reduction of entrepreneurs’ income as well as the goods and services trade cycle. This condition then encourages the entrepreneurs to adopt digital technology and develop digital entrepreneurship. The employment of digital technology and combination of knowledge, creativity, and innovation are crucial to ensure the survival of MSMEs during this pandemic. Government support in the forms of assistance, training, and program support for the digitalization of MSMEs continue to do considering they are the most impacted sector. The government through its several agencies keep working together to make entrepreneurs familiar with digital marketing. This research uses qualitative approach with library research as its method combined with interviews with the MSMEs entrepreneurs. This research found that the MSMEs entrepreneurs need to adopt digital technology in the forms of digital entrepreneurship transformation, digital marketing and creativity, and innovation in order to survive during the Covid-19 pandemic.