DIGITAL MARKETING FOR SMEs OPERATED BY HOUSEWIVES OF MALAKA SARI IN PANDEMIC SITUATION

Leo Andri Yulius CAESAR; Anisa LARASATI; Nuril Kusumawardani Soeprapto PUTRI; Sulistyo HERIPRACOYO; Sevenpri CANDRA

doi:10.33068/iccd.Vol3.Iss1.333

Leo Andri Yulius CAESAR Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Anisa LARASATI Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Nuril Kusumawardani Soeprapto PUTRI Information Systems Department, School of Information Systems, Bina Nusantara University, Jakarta 11480, Indonesia
Sulistyo HERIPRACOYO Information Systems Department, School of Information Systems, Bina Nusantara University, Jakarta 11480, Indonesia
Sevenpri CANDRA Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia

DOI: https://doi.org/10.33068/iccd.Vol3.Iss1.333

Keywords: Digital Marketing, SME, Social Media, Pandemic

Abstract

Covid-19 pandemic affected people’s lives and economic situation. In Malaka Sari, East Jakarta, Housewives were adapting to the situation by establishing home industry SMEs that produced several products, including products from used cooking oil as material. Due to pandemics, physical marketing was restricted, and these housewives could not promote their product physically and only has customers from the vicinity. Binus assisted by providing training to these housewives in Digital Marketing to increase their exposure and strategies. Four training sessions were held with topics in Digital Marketing, Consumer Behavior, Customer Engagement, and Social Media Marketing. This training was held successfully with positive feedback from participants.

Downloads

Download data is not yet available.

References

Bradburn, N., Sundman, S., & Wansink, B. (2004). Asking questions: The definitive guide to questionnaire design. San Fransisco: Jossey-Bass.

Christodoulides, G. (2009). “Branding in the Post-Internet Era”. Marketing Theory, 9(1), 141-144.

Dhar, R. (1997). “Consumer Preference for a No-Choice Option”. Journal of Consumer Research, 24 (September), 215-231.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). “The Impact of New Media on Customer Relationships”. Journal of Service Research, 13(3), 311-330.

Järvinen, J., Tollinen, A., Karjaluoto H., & Jayawardhena C. (2012). “Digital and Social Media Marketing in B2B Industrial Section”. The Marketing Management Journal, 22(2), 102-117.

Kumaidi. (2004). Pengukuran Bekal Awal Belajar dan Pengembangan Tesnya. Jurnal Ilmu Pendidikan, 5(4).

Liu, Q. Karahanna, E., and Watson, R. T. (2011). “Unveiling User-Generated Content: Designing Websites to Best Present Customer Reviews”. Business Horizons, 54, 231-240.

Marušić, T. & Vranešević, T. (2021). “Challenges of Navigating Brands Through Social Media – Marketing Managers Point of View”. In press. https://doi.org/10.32910/ep.72.3.4

Rowley, J. (2008). “Understanding Digital Content Marketing”. Journal of Marketing Management, 24(5-6), 517-540.

Simbolon, M. (2012). “Perilaku bullying pada mahasiswa berasrama”. Jurnal Psikologi, 39(2), 233-243.

Taiminen, H. M. & Karjaluoto, H. (2014). The Usage of Digital Marketing Channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.

Weinberg, B. D. & Pehlivan, E. (2011). “Social Spending: Managing the Social Media Mix”. Business Horizons, 54, 275-282.