Improving The Performance of MSMEs Affected by The Covid-19 Pandemic in Terms of Aspects of Marketing Strategies Mediated by Technology

Abstract

The Asian Development Bank examined how the pandemic affected MSMEs in Indonesia and found that 88% of these businesses had run out of cash or savings and that more than 60% of these MSEs had cut staff. Due to COVID-19’s consequences, global supply networks are now more susceptible to disruption due to limitations in numerous neighboring locations, a drop in commodity prices, and a higher danger of a global economic disaster. It utilizes quantitative research techniques in this investigation. SmartPLS and SEM analyses were used in this investigation. The results of the study show that marketing strategies, with technology serving as a mediator, have a positive and significant influence on MSMEs’ performance in the food business. It indicates that MSMEs players, particularly those in the food business, have had to modify their marketing strategies as a result of the ecosystem changes brought on by the outbreak. Therefore, improving MSMEs’ performance in the food sector both during and after the Covid-19 epidemic is one method to avoid the MSMEs sector from entering a condition of suspended animation. This demonstrates that the research’s findings suggest that certain elements of marketing strategy may help MSMEs perform better during the Covid 19 pandemic.

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