Strategi pemasaran bisnis UMKM pada masa pandemi covid-19 (studi kasus: ruby florist manokwari)

Luckhy N.A Lotte (Universitas Papua)
Makarius Bajari (Universitas Papua)
Ismi Hariyati (Universitas Papua)

Journal of Media, Sciences and Education
Vol 5 No 2 (2026)

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).