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JURISMA : Jurnal Riset Bisnis & ManajemenJURISMA : Jurnal Riset Bisnis & Manajemen

This article aims to explain the marketing strategy for MSME shoemakers in the Cibaduyut area during the Covid-19 pandemic. The purpose of this study was to determine the effect of the Covid-19 pandemic on MSMEs shoe craftsmen in the Cibaduyut area and the efforts of these MSMEs in utilizing digital platforms to maintain their business during the Covid-19 pandemic. The research method uses qualitative methods through interviews and observation as well as literature and data reduction. This research shows the challenges faced by MSMEs in utilizing digital platforms and provides recommendations for improving marketing strategies so that MSMEs can utilize digital platforms more effectively.

The study concluded that mastery of technology influenced the marketing innovation of Cibaduyut shoe craftsmen MSMEs to reach markets and develop sales due to the crisis caused by the Covid-19 pandemic.This mastery allows for the utilization of technological resources, particularly social media promotion.Further research is needed to enhance digital literacy among MSME actors in Cibaduyut to maximize the effectiveness of social media marketing.

Based on the findings, future research should explore the development of targeted digital literacy training programs specifically designed for Cibaduyut shoe craftsmen MSMEs, focusing on practical skills in social media marketing, e-commerce platform utilization, and online content creation. Furthermore, studies could investigate the effectiveness of collaborative marketing initiatives, where MSMEs pool resources to create joint online campaigns and reach wider audiences, potentially leveraging regional tourism promotion. Finally, research should examine the impact of government policies and financial support programs on the digital transformation of these MSMEs, assessing the effectiveness of current initiatives and identifying areas for improvement to foster sustainable growth and competitiveness in the digital marketplace. These investigations should encompass a minimum of 150 words and aim to provide actionable insights for both MSMEs and policymakers.

  1. Jurnal Pemasaran Kompetitif. marketplace shopee promosi penjualan umkm blitar jurnal pemasaran kompetitif... openjournal.unpam.ac.id/index.php/JPK/article/view/7087Jurnal Pemasaran Kompetitif marketplace shopee promosi penjualan umkm blitar jurnal pemasaran kompetitif openjournal unpam ac index php JPK article view 7087
  2. IMPLEMENTASI TEKNOLOGI DIGITAL DITENGAH PANDEMI COVID-19 SEBAGAI INFORMASI DAN PENDORONG UMKM DI KELURAHAN... e-journal.trisakti.ac.id/index.php/juara/article/view/9819IMPLEMENTASI TEKNOLOGI DIGITAL DITENGAH PANDEMI COVID 19 SEBAGAI INFORMASI DAN PENDORONG UMKM DI KELURAHAN e journal trisakti ac index php juara article view 9819
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