This research aims to find out the secret strategy applied in the marketing management of Mie Ewok Sukabumi Post COVID-19 towards the rise of MSMEs in the digital economy era. This study uses a qualitative approach with qualitative descriptive analysis and uses triangulation techniques to examine the data obtained from observations, interviews, FGDs, literature studies, and field visits. Based on the data that was collected, reduced, and the results of the FGD deepening, the findings from our analysis show that the secret survival strategy applied in Mie Ewok marketing management after COVID-19 towards the rise of MSMEs in the Digital Economy era, starting with personal branding and digital branding, digital media selection, business process strategy, online marketing, sales promotion, digital literacy readiness, and economic literacy. It is hoped that the survival strategy revealed is useful, feasible to be adopted and developed by other MSME actors to be implemented through marketing management by combining adaptability and survival in order to be able to rise again to continue to grow and have high competitiveness in the era of the digital economy. Qualitative descriptive analysis using this triangulation technique has enabled us to conduct an in-depth and detailed analysis of the business sector with the criteria of micro and small enterprises but has a narrow generalization capability for the larger business sector or industry. To overcome this limitation, future research is expected to use surveys covering the medium and large business sectors or other industries to test the findings and theories resulting from this research. The generalizations can be applied more broadly and guaranteed.

The COVID-19 pandemic has had a serious impact on the health, economy, transportation, and other industrial crises. The implementation of the lockdown or PSBB has disrupted the operations of various economic sectors.Objectives: The purpose of this research is to describe the concept of the Quadruple Helix collaboration and the Quintuple Helix Innovation model as part of the collaboration, innovation, and synergy initiatives between multi actors to help find solutions in an effort to recover the national economy after COVID-19 in implementing government policies.Methodology: The research method used is the descriptive qualitative method using secondary data from various works of literature, such as books, articles, and home pages to access information data relevant to the Quadruple Helix collaboration concept, namely government, academia, company, and society. The analysis technique was carried out by descriptive analysis.Finding: Based on the research results, it can be seen that the Quadruple Helix collaboration concept is a solution for national economic recovery which can refer to the structure, process, input, and output.Conclusion: The Quintuple Helix Innovation model views more comprehensively the importance of adaptability and the suitability of interactions with social environmental conditions in every process from the structure, the process itself, input and output along with its evaluation.

Pandemi COVID-19 telah membawa dampak serius terhadap krisis kesehatan, ekonomi, transportasi dan industri lainnya. Diberlakukannya lockdown atau PSBB jelas berdampak terganggunya operasional berbagai sektor ekonomi. Tujuan dilakukannya penelitian ini untuk mendeskripsikan konsep kolaborasi Quadruple Helix dan model Quintuple Helix Innovation bagian dari inisiatif kolaborasi, inovasi dan sinergi antar multi aktor untuk membantu menemukan solusi sebagai upaya pemulihan ekonomi nasional pasca COVID-19 dalam mengimplementasikan kebijakan pemerintah. Metode kualitatif deskriptif dipilih dengan menggunakan data sekunder yang berasal dari berbagai literatur, seperti buku-buku, artikel, home page untuk mengakses data informasi yang relevan dengan konsep kolaborasi Quadruple Helix yaitu pemerintah, akademisi, perusahaan dan masyarakat. Teknik analisis dilakukan dengan analisis deskriptif. Temuan menunjukkan bahwa konsep kolaborasi Quadruple Helix ini solusi untuk pemulihan ekonomi nasional dapat mengacu pada struktur, proses, input dan output. Model Quintuple Helix Innovation memandang lebih komprehensif akan pentingnya kemampuan adaptasi dan kesesuaian interaksi dengan kondisi lingkungan sosial pada setiap proses dari struktur, proses itu sendiri, input dan output beserta evaluasinya. Hexa Helix sebagai sintesa kualitatif dari QH dan QHI dilakukan dengan mempertimbangkan keterlibatan peran UMKM.

Increasing knowledge and competency challenges related to new technology and processes in Industry 4.0 (I4.0), a new strategic approach is needed for human resource management in companies. This study aims to identify a variety of skills that indicate an approach to how employees in companies and entrepreneurship can utilize them to face the emerging digital economy challenges in Industry 4.0. Macro environment analysis using the PESTEL framework approach was carried out. The finding that challenges in fulfilling the qualifications and requirements of employees and entrepreneurs who have a variety of skills to fulfill the core competencies in I4.0, requires the ability to identify needs, adjustments and flexibility with economic, social, technological and technical, environmental, and political and legal advances and changes . Identification and strategic approaches to qualifying core competencies that employees and entrepreneurship may require are explained in this article. Gap analysis of the categorization of each core competency and its evaluation is also described, ending with conclusions and recommendations.

Tujuan dari penelitian ini adalah untuk mengetahui proyeksi keputusan harga beli usaha mikro dan kecil (UMK) isi ulang gas oksigen medis (O2) pada CV. Sukabumi Centra Gas. Desain dalam penelitian ini menggunakan metode penelitian deskriptif dan metode asosiatif dengan pendekatan kuantitatif, dengan metode survei. Populasi dalam penelitian ini adalah seluruh konsumen warung masyarakat yang pernah isi ulang gas dari Arpil - Juli 2022 sebanyak 515 orang, sampel yang digunakan adalah 84 responden yang diperoleh dengan menggunakan metode nonprobability sampling dengan teknik Slovin. Untuk menguji analisis dalam penelitian ini digunakan uji validitas instrumen, uji reliabilitas instrumen, analisis deskriptif, kemudian dilakukan uji analisis statistik untuk analisis hubungan dan pengaruh analisis korelasi, analisis koefisien determinasi, linier sederhana dan uji hipotesis statistic, menggunakan uji t. Hasil diketahui bahwa Tingkat keeratan harga dengan keputusan pembelian sebesar 0,753, artinya hubungan kedua variabel berada pada tingkat hubungan yang kuat dan searah. Hasil perhitungan dan analisis koefisien determinasi (r2) menunjukkan bahwa harga berpengaruh positif terhadap keputusan pembelian, sehingga hipotesis yang diajukan dalam penelitian ini terbukti dapat diterima. Besarnya kontribusi pengaruhnya terhadap Keputusan Pembelian adalah 56,7%, implikasinya sebesar 43,3% adalah sisanya dipengaruhi oleh variabel lain yang tidak diteliti di luar model. Temuan akhir penelitian ini, diketahui bahwa Keputusan Pembelian secara signifikan dipengaruhi oleh harga jual.