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Abdurohim, Dindin
Universitas Pasundan
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Journal : Quantitative Economics and Management Studies

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Survival Strategies and Online Marketing in the Time of the COVID-19 Pandemic of Bandung City SME: A Case Study of the Cibaduyut Shoe Center Dindin Abdurohim; Andry Mochammad Ramdan
Quantitative Economics and Management Studies Vol. 3 No. 6 (2022)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (466.256 KB) | DOI: 10.35877/454RI.qems1259

Abstract

This study aims to describe and analyze survival strategies and online marketing strategies for small shoe businesses during the COVID-19 pandemic in Bandung. This study uses a qualitative method with a case study approach. Data were obtained by interviewing knitting business actors and related parties as key informants. The results showed that the COVID-19 pandemic had a negative impact on small shoe businesses in the shoe center of Bandung city. As a strategic step in the midst of a pandemic, business people use a survival strategy, by not increasing selling prices, but reducing profit targets, in the online marketing strategy of knitting small businesses using strategies: e-commerce, digital marketing, improving product and service quality, and customer relations. The implementation of this strategy is driven by an entrepreneurial spirit, flexibility, responsiveness to changes and technological developments, and the ability to collaborate with various stakeholders. This research shows that small businesses that implement survival strategies and online marketing are able to survive and improve business performance.
Co-Authors Adi Santoso Adnani, Latifah Ahmad Junaedy Abu Huraerah, Ahmad Junaedy Andry Mochamad Ramdan Asep Dedi Sutrisno Azhar Affandi Cakranegara, Pandu Adi Choirul Mahfud Dinihayati, Erti Eddy Jusuf Erlangga, Heri Fajar Sidik Muhta Ferdyansyah Wicaksono Hafidiah, Atin Imam Jayanto Iskandar, Trias Pyrenia Jaka Rukmana Kania, Trisa Nur kusdibyo, kusdibyo Muhammad Fikri Maulana Novendra, Afief Maula Nurhayati Rudi Martiawan Samuel PD Anantadjaya Toto Ramadhan Win Hendrawan Yanti Susila Yanti Susila Tresnawati Yanti Susila Tresnawati Yuyun Yuniarti Yuyun Yuniarti, Yuyun