Implementasi Digital Marketing dan Strategi Sustainability UMKM Pengrajin Kayu Kota Blitar

Abstract

The COVID-19 pandemic has had a major impact on the Indonesian economy. The rules of social distancing and the implementation of Large-Scale Social Restrictions (PSBB) have reduced the buying and selling activities of the community, which has an impact on the sustainability of MSMEs. The enactment of PSBB forces all community activities to be carried out from home through online media. The high need to use various internet facilities opens up new opportunities for business development that should be used as opportunities for MSME actors to take part in it. This research was conducted on the HONOYA GROUP MSMEs in the Village of Responsibility, Kepanjen Kidul District, Jl. Sawunggaling 4, Blitar City, East Java, with the object of research being community groups managing MSMEs, MSME workers and communities around the location who have been consumers of MSME products. The research method used in this study was qualitative by choosing case studies as a research approach. The results of the research carried out were the implementation of digital marketing focused on three main things, namely identifying, anticipating, and satisfying. HONOYA GROUP's MSMEs have a sustainability strategy by maximizing strengths and opportunities, namely establishing partnerships with government or private agencies, establishing cooperation with suppliers, participating in various trainings on regulations issued by the government, as well as maintaining product quality, and implementing digital marketing to the fullest. HONOYA GROUP's UMKM must be able to minimize the impact of five things, namely the threat of similar products, the level of competition, the threat of new entrants, the bargaining power of suppliers, and the bargaining power of consumers.