AGILE MARKETING SEBAGAI SOLUSI BUSINESS DISRUPTION MENUJU KEBANGKITAN BISNIS UMKM PASCA COVID-19

Fransisca Desiana Pranatasari

Abstract


ABSTRACT

Most of the business organizations in Indonesia experienced business disruption due to the Covid-19 pandemic. Not a few also end up going bankrupt and unable to survive. Business resilience is very necessary in order to achieve a revival of the small and medium enterprises (SME) business because of its strategic role in the national economy. For that, we as marketers need to manage marketing activities that are adaptive and flexible in accordance with the potential of SME themselves through agile marketing. The aim of this research is to formulate a framework for business revival during and after a crisis such as Covid-19. This research allows for making suggestions for effective marketing division procedures for business organizations in dealing with this business disruption. The descriptive qualitative approach was carried out by the researcher to get a picture of the situation experienced by SME. The method of data collection was carried out by interview, observation and documentation with purposive sampling as a method of selecting research sources. Triangulation of sources and triangulation of techniques were chosen by the researcher to ensure the validity of the data. The sources of this research were 5 SME actors (owners). As a result, agile marketing can be used as a business disruption solution. Thus, SME can slowly restore the condition of their business organizations so that they can rise after Covid-19.

Keywords:    agile marketing; business disruption; business revival; small and medium enterprises; Covid-19

ABSTRAK

Banyak organisasi bisnis di Indonesia yang mengalami disrupsi yang disebabkan oleh pandemi Covid-19. Tidak sedikit pula yang akhirnya bangkrut dan tidak mampu bertahan. Ketahanan bisnis sangat penting untuk mencapai kebangkitan Usaha Mikro, Kecil, dan Menengah (UMKM), karena peran penting mereka dalam perekonomian nasional. Untuk itu, para pemasar (marketers) perlu melakukan manajemen aktivitas pemasaran yang adaptif dan fleksibel sesuai dengan potensi dari UMKM melalui agile marketing. Penelitian ini bertujuan untuk merumuskan kerangka kerja untuk kebangkitan bisnis selama dan sesudah krisis seperti Covid-19. Penelitian ini diharapkan dapat memberikan masukan mengenai prosedur divisi pemasaran yang efektif bagi organisasi bisnis di dalam menangani disrupsi bisnis tersebut. Pendekatan deskriptif kualitatif digunakan dalam penelitian ini untuk memperoleh gambaran mengenai situasi yang dialami oleh UMKM. Metode pengumpulan data yang digunakan adalah wawancara, observasi, dan dokumentasi, dengan menggunakan metode purposive sampling dalam memilih sumber penelitian. Metode triangulasi sumber dan triangulasi teknik digunakan dalam penelitian ini untuk memastikan validitas data. Sumber data penelitian ini adalah lima pelaku UMKM (pemilik). Hasil penelitian ini menunjukkan bahwa agile marketing dapat digunakan sebagai solusi untuk menghadapi disrupsi bisnis. Dengan demikian, UMKM dapat memulihkan kondisi usaha mereka secara perlahan-lahan dan dapat bangkit kembali setelah pandemi Covid-19.

Kata kunci:     agile marketing; disrupsi bisnis; kebangkitan bisnis; usaha mikro, kecil, dan menengah (UMKM); Covid -19

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References


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DOI: https://doi.org/10.24002/modus.v33i2.4662

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