SEGMENTATION AND MARKETING STRATEGY OF USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) PRODUCTS IN THE NEW NORMAL ERA
(1) Department of Management, Faculty of Economics, Universitas Semarang
(2) Department of Management, Faculty of Economics, Universitas Semarang
(3) Department of Management, Faculty of Economics, Universitas Semarang
(*) Corresponding Author
Abstract
UMKM are one of the pillars and have a significant role for the economy in Indonesia. In the era of the Covid-19 pandemic, UMKM are facing various kinds of problems. This condition is a challenge in itself in seeking UMKM to be able to survive and rise in the era of the Covid-19. The purpose of this study was to analyze the impact of the Covid-19 on tempe businessman in the Sendangguwo, Semarang. Qualitative method through in-depth interviews with key informants, the entrepreneurs in the Sendangguwo, Semarang. The results of the study concluded that the tempe product segmentation is very attached to the people in Indonesia, especially in Java so that all levels of society can be classified as able to accept the product for consumption both in terms of price and product quality. The marketing strategy for tempe products can be carried out in various levels of society according to the target market segment and good price competition.
Keywords
Full Text:
PDFReferences
Alfin, A. 2021. Analisis Strategi Umkm Dalam Menghadapi Krisis di Era Pandemi Covid-19. Jurnal Inovasi, 1(10), 1–208. https://stp-mataram.ejournal.id/JIP/article/view/280/256
Amolia dan Aghashahib, 2016. An Investigation on Strategic Management Success Factors in an Educational Complex. Procedia - Social and Behavioral Sciences 230 (2016) 447 – 454. https://doi.org/10.1016/j.sbspro.2016.09.056
Anugrah, R. J. 2020. Efektifitas Penerapan Strategi Online Marketing Oleh UMKM Dalam Masa Pembatasan Sosial Berskala Besar (PSBB) Corona Viruses Disease 2019 (Covid-19). Jurnal Manajemen dan Inovasi (MANOVA), 3(2), 55–65. https://doi.org/10.15642/manova.v3i2.302
Bahtiar. 2021. Dampak Pandemi Covid-19 Terhadap Sektor Usaha Mikro kecil dan Menengah Serta Solusinya. Info Singkat. Vol XIII No. 10. https://berkas.dpr.go.id/puslit/files/info_singkat/Info%20Singkat-XIII-10-IIP3DI-Mei-2021-1982.pdf
Bastian, A. 2015. Analisis Strategi Bisnis dan Perancangan Strategis Sistem Informasi pada Perguruan Tinggi Swasta (Studi Kasus: Universitas Majalengka). Infotech Journal, 1(1), 55-61. DOI: 10.31949/inf.v1i1.35
Doern R and Goss D.2016. From barriers to barring: Why emotion matters to entrepreneurial development. International Small Business Journal, 31(5): 496–519. DOI:10.1177/0266242611425555
Haloho dan Kartynati. 2020.Perbandingan Bahan Baku Kedelai Lokal dan Kedelai Import Terhadap Mutu Tahu. Jurnal Tabaro Vol. 4 No. 1. https://ojs.unanda.ac.id/index.php/jtas/article/view/363
Hamanay et al., 2021. Dampak Covid-19 Terhadap Pendapatan UMKM Pada Pabrik Usaha Tahu Amda. Jurnal Akuntansi Kompetif, Online ISSN:2622- 5379 Vol. 4, No. 3, https://doi.org/10.35446/akuntansikompetif.v4i3.717
Handayani. 2021.Pengaruh Metode Pembayaran dan Mudahnya Transaksi Terhadap Keputusan Pembeliandi Zalora Online Shopping.UG Jurnal. Vol. 12 No.4. https://ejournal.gunadarma.ac.id/index.php/ugjournal/article/view/3944
Humaira, Iklima.2018. Pengaruh Pengetahuan Keuangan, Sikap Keuangan, dan Kepribadian terhadap Perilaku Manajemen Keuangan pada Pelaku Umkm Sentra Kerajinan Batik Kabupaten Bantul. Jurnal Nominal, VII (1). DOI:10.21831/nominal.v7i1.19363
Janah et al. 2021. Dampak PPKM Darurat Jawa - Bali Terhadap Pelaku Usaha Coffee Shop Pada Masa Pendemi Covid-19 Di Kecamatan Wonocolo Kota Surabaya. BISEI: Jurnal Bisnis dan Ekonomi Islam. Vol. 6 No. 2. http://ejournal.unhasy.ac.id/index.php/bisei/article/view/1841/1385
Kotler, P., & Keller. 2012. Marketing Management (14 th). New Jersey.
Kotler & Keller. 2016. Manajemen Pemasaran, Edisi 12 jilid 1, Terjemahan (Molan Benyamin). Indonesia: PT. Indeks.
Lita et al. 2018, " SME's Innovative Performance in Indonesia: The Linkage Between Innovation Culture and Production Performance," International Journal Of Supply Chain Management, 2018. https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/2376
Maleha, N. Y., Saluza, I., & Setiawan, B. (2021). Dampak Covid-19 Terhadap Pendapatan Pedagang Kecil Di Desa Sugih Waras Kec. Teluk Gelam Kab. OKI. Jurnal Ilmiah Ekonomi Islam, 7(03), 1441- 1448. doi: http://dx.doi.org/10.29040/jiei.v7i3.3476
Meiriyanti, Widiastuti, Widyaswati. 2020. Strategi Pengemasan dan Pelabelan Produk Jajanan Jadul di Kelurahan Siwalan Kecamatan Gayamsari Semarang. Journal of Dedicators Community ISSN: 2548-8783 (p); 2548- 8791 (e), Vol 4 No 2 Juli – Desember 2020 : 132 - 140 DOI: 10.34001/jdc.v4i2.1090
Moleong, Lexy J. 2017. Metode Penelitian Kualitatif, cetakan ke-36, Bandung: PT. Remaja Rosdakarya Offset
Nadaan et al. 2021. The Survival Strategies of Micro, Small and Medium Enterprises in The New Normal Era. Dinamika Ekonomi: Jurnal Ekonomi dan Pembangunan. Vol. XII, No. 2, 2021, pp. 142-149. https://ejournal.unisba.ac.id/index.php/dinamika_ekonomi/article/view/7797
Nalini, S. N. L. 2021. Dampak Covid-19 terhadap Usaha MIkro, Kecil dan Menengah. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 662–669. https://doi.org/10.36778/jesya.v4i1.2784
Narver, J.C. and Slater, S.F. 2012. “The Effect of Market Orientation on Business Profitability”, Journal of Marketing. p.20-35. https://doi.org/10.2307/1251757
Natasya dan Hardiningsih. 2021.Kebijakan Pemerintah Sebagai Solusi Meningkatkan Pengembangan UMKM di Masa Pandemi. Ekonomis: Journal of Economics and Business, 5(1), Maret 2021, 141-148. http://ekonomis.unbari.ac.id/index.php/ojsekonomis/article/viewFile/317/16 3
Obal, M., & Gao, T. 2020. Managing business relationships during a pandemic: Conducting a relationship audit and developing a path forward. Industrial 53 Marketing Management, 88, 247–254. doi: 10.1016/j.indmarman.2020.05.025
OECD. 2020. Coronavirus (COVID-19): SME Policy Responses. Diakses pada tanggal 7 Februari 2022 dari https://read.oecdilibrary.org/view/?ref=119_119680- di6h3qgi4x&title=Covid19_SME_Policy_Responses.
Özsomer, et al. 2020. We survived this! What managers could learn from SMEs who successfully navigated the Greek economic crisis. Industrial Marketing Management, 88(June), 352–365. https://doi.org/10.1016/j.indmarman.2020.05.021
Rosmadi, M. L. N. 2021. Penerapan Strategi Bisnis di Masa Pandemi Covid-19 Jurnal IKRA-ITH Ekonomika Vol 4 No 1 Bulan Maret 2021. Jurnal IKRAITH Ekonomika, 4(1), 122–127. https://journals.upiyai.ac.id/index.php/IKRAITH-EKONOMIKA/article/view/1064
Rindova, V. P., & Kotha, S. 2012. Continuous “morphing”: Competing through dynamic capabilities, form, and function. Academy of Management Journal, 44(6), 1263–1280. https://doi.org/10.2307/3069400
Siregar, et al. 2020 Merekonstruksi alam dalam kajian sains dan agama: Studi kasus pada masa Pembatasan Sosial Berskala Besar (PPKM) dampak Covid-19. Digital Library UIN Sunan Gunung Djati Bandung. http://digilib.uinsgd.ac.id/id/eprint/30700
Solicha dan Oktafia. 2021.Strategi Pemasaran Dalam Upaya Meningkatkan Penjualan UMKM Desa Suber Kembar Kecamatan Pacet Kabupaten Mojokerto.Vol. 7 No. 2. https://jurnal.stieaas.ac.id/index.php/jei/article/view/2286
Suswanto, P., & Setiawati, S. D. 202. Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning di Tengah Pandemi Covid-19 di Indonesia. Linimasa: Jurnal Ilmu Komunikasi, 3(2), 16- 29. DOI: http://dx.doi.org/10.23969/linimasa.v3i2.2754
Tjiptono. 2018. Pemasaran startegi, Yogyakarta: Penerbit Andi Yogyakarta
Tornatzky, L.G. & Fleischer, M., 1990, The Process of Technological Innovation, Lexington, MA.: Lexington Books.
Utaminingsih A. 2016. Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara, Media Ekonomi Dan Manajemen Vol. 31 No. 2. DOI: http://dx.doi.org/10.24856/mem.v31i2.411
Widiastuti, Meiriyanti, Azzahra. 2021. Strategi Efektif Meningkatkan Produksi dan Penjualan UMKM Jajanan Tradisional di Era Pandemi Covid-19. PROSIDING SEMINAR Nasional & Call for Paper Hasil Pengabdian Kepada Masyarakat Tahun 2021. ISBN: 978-623-7986-22-5. Cetakan Pertama, Agustus 2021.hal.533-541. https://conference.usm.ac.id/index.php/semnas_lppm/semnas2021/paper/vie w/51
Article Metrics
Abstract view : 188 timesPDF - 0 times
DOI: https://doi.org/10.26714/vameb.v19i1.11722
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Value Added : Majalah Ekonomi dan Bisnis
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Address:
Department of Management
Faculty of Economics
University of Muhammadiyah Semarang
Kedungmundu Raya Road No. 18, Tembalang, Semarang, Central Java, Indonesia
Contact:
email: value-added@unimus.ac.id