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p-Index From 2021 - 2026
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All Journal Journal of Media, Sciences and Education
Luckhy N.A Lotte
Universitas Papua
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Strategi pemasaran bisnis UMKM pada masa pandemi covid-19 (studi kasus: ruby florist manokwari) Luckhy N.A Lotte; Makarius Bajari; Ismi Hariyati
Jurnal Pengetahuan dan Pendidikan Vol 5 No 2 (2026)
Publisher : Yayasan Baru Haji Samsudin

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Abstract

This study aims to determine the obstacles faced, the marketing strategies used, and the products that Ruby Florist has successfully developed to maintain her business amid the covid-19 pandemic.This type of research uses a qualitative approach to the type of descriptive problem. The object of this research is the marketing strategy for the UMKM business during the covid-19 pandemic carried out by Ruby Florist. Data collection techniques were carried out by participatory observation, interviews, and documentation.The results showed that Ruby Florist implemented 8 marketing strategies to maintain her business amid the covid-19 pandemic, namely digital marketing, product innovation, promo & discount prices, give awat, direct marketing, and word of mouth (WOM).
Co-Authors Ismi Hariyati Makarius Bajari