1. DSpace Universitas Potensi Utama
  2. Paper Prosiding Internasional
Please use this identifier to cite or link to this item: http://repository.potensi-utama.ac.id/jspui/jspui/handle/123456789/5355
Title: OPTIMIZATION OF DIGITAL MARKETING INTEGRATION THROUGH THE ROLE OF THE MILLENIAL GENERATION AS MSMES EFFORT TO SURVIVE DURING THE COVID-19 PANDEMIC
Authors: Dr. B. Herawan, Hayadi
Keywords: - Creative Industry, Local Wisdom,
Digital Marketing I
Issue Date: 2022
Abstract: The purpose of this research is to optimize the integration of digital marketing through the role of the millennial generation as an effort for MSMEs to survive during the COVID-19 pandemic. To survive during this COVID-19 pandemic, the role of the millennial generation needs to be maximized by adopting a digital mindset because the presence of technology is very closely related to the millennial generation. all activities and mindsets that arise from the current millennial generation are closely related to technology to carry out management functions in MSMEs. This research uses a qualitative approach with a descriptive type of research because this research aims to make a systematic, factual, and accurate picture or painting of the facts, characteristics and relationships between phenomena regarding the development of the Creative Industry in the Handicraft Sector in Bengkulu City. To optimize the integration of digital marketing as an effort to survive the MSMEs during the Covid 19 Pandemic, MSME actors need to optimize the millennial generation by: Adopting a digital mindset (digital mindset), Using new models, Formulating new strategies, Implementing effective strategies, Generating sustainability.
Description: Covid-19 has had a negative impact on society, such as household needs or purchasing power that has fallen greatly, causing the economy to fall greatly. The COVID-19 pandemic has also caused prolonged economic uncertainty resulting in weakening investment and impacting many MSMEs. With the Covid-19 pandemic, Bengkulu Province still occupies the highest position after Banda Aceh with the highest poverty rate on Sumatra Island[1][2][3]. The economic sector is one of the sectors experiencing a slump due to the COVID-19 pandemic[4][5]. Currently, micro, small and medium enterprises (MSMEs) the most significant impact experienced an economic crisis[6][7][8]. This decline in people's purchasing power greatly affects the sustainability of MSME businesses. The economic crisis felt by MSME actors will be a major threat to the national economy in a sustainable manner. Many companies were forced to go out of business because they were unable to survive this was due to difficulties in the production process, a decline in company performance due to government policies due to the implementation of large-scale social restrictions. The downturn in the business sector also affected the household economy. It is the lower middle class of people who feel the economic contraction the most by restraining consumption[9][10]. To encourage the level of welfare in Bengkulu City, it is necessary to carry out various policies such as the development of creative industry products through the role of the millennial generation[11]. The role of human resources is an important factor in the formation of local creatives in Bengkulu City. According to data from the Central Statistics Agency, the number of millennials is 55% of the population in Bengkulu City, this means that this generation aged 40-19 years will be the only source of the economy of the people of Bengkulu City. Here the role of the millennial generation is very important in encouraging the survival strategy of MSMEs during this Covid-19 pandemic[12][13][14]. The existence of the millennial generation causes changes in the behavior of MSME actors. A generation that is independent, creative and has integrity with their creative efforts will be able to produce valuable creative products. The creative industry will be an arena for the millennial generation to express, the creative industry is a large sector in the absorption of labor and is able to produce creative ideas and be able to develop these ideas in various businesses run by MSMEs in Bengkulu City[15][16][17]. The economic value of a product or service is no longer determined by the raw materials or production system, which is of course the utilization of creativity and the creation of innovation with technological developments. One form of empowerment that exists in Indonesia is the empowerment of Small and Medium Enterprises (SMEs) which directly or indirectly affect regional economic growth which then also affects the national economy. However, data in 2017 shows that only 25% of MSMEs in Bengkulu city use Digital Marketing and the rest are still focused on physical stores. With the development of digital technology from year to year, it is hoped that MSMEs in the city of Bengkulu will be able to compete in the national or international market, because Bengkulu has a lot of local potential ranging from food to handicrafts that are not widely known. In addition, the challenges of SMEs in Bengkulu City are currently very heavy because competition between MSMEs is especially the entry of foreign goods which are more in demand by consumers so that this trend of MSME development which is still carried out traditionally has been replaced with modern westernized ones. In addition, the current situation of MSMEs in Bengkulu City has to struggle to survive in the market due to the impact of the COVID-19 pandemic[18][19][20]. Digital Marketing is considered by many to have more advantages than conventional marketing such as door to door. Digital marketing is marketing in digital form. For example websites, blogs, adwords to social media to Youtube. Google Adsense and Google Adwords is one of them. Adwords allows people to promote on Google .com, Google AOL search network, google search and display network. The goal of Adwords is to get traffic to your site in the hope that those visitors will convert to sales. Advertisers pay Google every time someone clicks on an ad. While Adsense monitors their website or blog by earning money from the ads displayed in their content[21][22]. Promotion through social media platforms such as Facebook, Instagram, Twitter and Tiktok is also an effective form of media promotion. The large number of social media users is an advantage for industry players to improve their brand and get product feedback. It can be through endorsements or consumer testimonials. Marketing through video is also not spared from one form of marketing. Video marketing is one of the most popular content until now. As consumers pay less attention to boring content, marketers are relying heavily on creating engaging video content to increase their rankings in search engines or display on roadside LEDs[23]. Digital marketing integration is part of digital marketing activities that arise because of the need for products to reach consumers by communicating via digital. Digital marketing integration is very necessary because as a business person, building a strong brand and character is very important, because it is a spear for business people to show a strong image and perception in the minds of consumers. The purpose of Integrated Digital Marketing itself is to get the rate of return or the best advantage and a strong brand that has high value. II. RESEARCH METHODOLOGY A qualitative approach with descriptive type is the method used for this research which aims to create a structured and accurate description of the facts, characteristics and relationships between phenomena regarding the development of the Creative Industries in the Craft Sector. Data processing is carried out rationally by using a certain mindset according to logic and taken about research using the development of the Handicraft Industry carried out by both the Government and industry players in Bengkulu City to further explore existing data and facts to obtain factual information at the research location related to Creative Industries. This research is located in Bengkulu City and the research site is at the Department of Cooperatives, SMEs, Industry and Trade of Bengkulu City. The sources are obtained from Primary and Secondary data. Data was collected through interviews, documentation and observation, research instruments, interview guidelines and other supporting tools.
URI: http://repository.potensi-utama.ac.id/jspui/jspui/handle/123456789/5355
Appears in Collections:

Files in This Item:
File Description SizeFormat 
2. OPTIMIZATION OF DIGITAL MARKETING INTEGRATION THROUGH THE.pdf250.92 kBAdobe PDFView/Open
Show full item record


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.