| DC Field | Value | Language |
|---|
| dc.contributor.author | Dr. B. Herawan, Hayadi | - |
| dc.date.accessioned | 2022-11-12T10:25:39Z | - |
| dc.date.available | 2022-11-12T10:25:39Z | - |
| dc.date.issued | 2022 | - |
| dc.identifier.uri | http://repository.potensi-utama.ac.id/jspui/jspui/handle/123456789/5355 | - |
| dc.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. | en_US |
| dc.description.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. | en_US |
| dc.subject | - Creative Industry, Local Wisdom, | en_US |
| dc.subject | Digital Marketing I | en_US |
| dc.title | OPTIMIZATION OF DIGITAL MARKETING INTEGRATION THROUGH THE ROLE OF THE MILLENIAL GENERATION AS MSMES EFFORT TO SURVIVE DURING THE COVID-19 PANDEMIC | en_US |
| dc.type | Other | en_US |
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