Sosialisasi Digital Marketing Dan Inovasi Produk Pada UKM Gula Merah Guna Mempertahankan Ekonomi Di Masa Pandemi Covid-19

Fakhriyyah, Dewi Diah; Wulandari, Yuni; Karisma, Cindy

doi:10.33474/jp2m.v1i4.8691

Cited by 10 publications

(9 citation statements)

References 2 publications

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“…Here we can see that the method is considered very appropriate during the Covid-19 pandemic, which demands various things must keep working by minimizing a direct physical touch (Winarti, 2021). Previous studies from (Dewi Diah Fakhriyyah, Yuni Wulandari, 2020) on the "Digital Marketing Socialization and Product Innovation in Brown Sugar SMEs to Maintain the Economy in the Covid-19 Pandemic, it was concluded that the influence of product innovation on the brown sugar SMEs to maintain the economy during the Covid-19 pandemic was significantly positive. Previous studies (Triandra et al, 2019) on the "Analysis of the Effect of E-Commerce on Improving the Performance of MSMEs in Sumbawa Regency", it is concluded that E-commerce affects the performance of MSMEs in Sumbawa Regency with a positive significance.…”

Section: Introductionmentioning

confidence: 64%

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Basuki,

Yani,

Eillen

2023

ekuitas

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The background of this research is that some business operators have practiced or used e-commerce in their business activities, namely, in the Sunter Agung Village, North Jakarta. This research aims to identify the effect of advertising and product innovation on the performance of MSMEs during the Covid-19 pandemic with an e-commerce moderator. Advertising and Product Innovation are the independent variables and the performance of SMEs as the dependent variable in this research. In this research there is also a moderating variable, namely E-Commerce. Procedure for analyzing information using SmartPLS. The population in this research is MSMEs in the Sunter Agung Village, North Jakarta. Respondents in this study were taken using purposive sampling and produced 100 respondents. The analytical method in this study uses path analysis. The research results show that advertising has a positive and significant effect on MSME performance, product innovation has a positive and significant impact on MSME performance, E-commerce has a significant positive effect on MSME performance. Next, advertisements moderated by E-commerce have a negative and significant impact on the performance of MSMEs. Conversely, Product Innovation moderated by E-commerce has a positive and significant impact on the performance of MSMEs.

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Section: Introductionmentioning

confidence: 64%

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Basuki,

Yani,

Eillen

2023

ekuitas

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“…Pendapatan masyarakat mengalami penurunan tajam antara 30-70% sedangkan pengeluaran tetap pada masa pandemic (Kurniasih, 2020). Pembatasan skala besar pada masa pandemi Covid-19 merupakan kendala yang cukup besar dikarenakan usaha-usaha kecil masyarakat masih melakukan transaksi secara tradisional, aktivitas jual beli menjadi terhenti dan terhambat di sektor distribusinya (Fakhriyyah et al, 2021).…”

Section: Pendahuluanunclassified

Inovasi Produk dan Pendampingan Ijin Produk pada Kelompok Masyarakat Guna Meningkatkan Perekonomian

Nastiti,

Budi,

Melviani

et al. 2023

Indones. Berdaya.

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The Covid-19 pandemic has caused small businesses throughout Indonesia to experience an economic decline. People are psychologically afraid of contracting the virus, so they limit going out of the house. Indirectly causing a decrease in income because people limit spending and consumption patterns. This community service aims to help community small businesses located in Banjarbaru, South Kalimantan in managing their business. The survey results stated that there was a decline in sales, especially in the food, salon, cosmetic product, stalls and other clothing sales. The obstacle faced by this business unit is the absence of product innovation that adapts to pandemic conditions. Another thing in marketing products is that many people do not know about strategies regarding promotion, branding, product advertising, product legalization and other strategies. The forms and methods that are the solution to this activity are product innovation related to herbal products and providing knowledge about the legality of products, both herbal products and food products that have been produced so that they are expected to be widely marketed. Apart from that, providing knowledge about product marketing strategies through online promotion and branding as well as providing knowledge on how to have a good managerial system. Herbal product innovation has increased during the Covid-19 pandemic because several herbs are believed to help the body's resistance to disease.

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“…Berdasarkan jurnal penelitian (Fakhriyyah et al, 2020) mengatakan inovasi produk dilakukan dengan tujuan sebagai penambah nilai jual pada suatu produk agar penjualan produk tersebut dapat stabil dan pada akhirnya diharapkan dapat meningkatkan pendapatan. Menurut (T. Handayani & Tanjung, 2017) mengartikan inovasi sebagai kreatifitas dalam rangka memecahkan persoalan atau menciptakan peluang untuk menvapai keberhasilan.…”

Section: Inovasiunclassified

E-commerce, Inovasi, Pricing, dan Pendapatan UMKM di Masa Pandemi Covid-19

Erawati

Pramelia

2022

reslaj

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The purpose of this study was to determine the effect of e-commerce, innovation, and pricing on MSME income during the COVID-19 pandemic. The population of this research is MSME actors in Kulon Progo Regency. The method in this research is descriptive quantitative method. The sampling technique used was convenience sampling with a total of 101 respondents. Data was collected by distributing questionnaires in the form of a google form link. The data analysis technique used is multiple linear regression model. Based on the results of hypothesis testing in this study partially shows that the e-commerce variable has an effect on income. The innovation variable has an effect on income. The pricing variable has an effect on income. The results of the simultaneous test show that the calculated F value > F table is equal to (35.641 > 2.69) and a significance level (0.000 < 0.10) so it can be concluded that the variables of e-commerce, innovation, and pricing simultaneously have a positive and significant effect on revenue. SMEs. Judging from the results of the coefficient of determination R^2, 51% of MSME income is influenced by e-commerce, innovation, and pricing variables, while the remaining 49% is influenced by other factors not involved in this study.. Keywords: E-commerce, Innovation, Pricing, MSME income

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Sosialisasi Digital Marketing Dan Inovasi Produk Pada UKM Gula Merah Guna Mempertahankan Ekonomi Di Masa Pandemi Covid-19

Cited by 10 publications

References 2 publications

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Inovasi Produk dan Pendampingan Ijin Produk pada Kelompok Masyarakat Guna Meningkatkan Perekonomian

E-commerce, Inovasi, Pricing, dan Pendapatan UMKM di Masa Pandemi Covid-19

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