Telaah Strategi Pemasaran: Upaya Meningkatkan Daya Saing Pasar Bisnis Online Di Masa Pandemi Covid-19

Mahanani, Estu (2021) Telaah Strategi Pemasaran: Upaya Meningkatkan Daya Saing Pasar Bisnis Online Di Masa Pandemi Covid-19. Jurnal Manajemen dan Perbankan, 8 (2). pp. 26-36. ISSN E-ISSN: 2746-9948

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Abstract

Abstrak - Tujuan penelitian ini adalah untuk menganalisis kegiatan dan potensi UMKM di Pasar online, serta menyusun strategi pemasaran dalam pengembangan usahanya. Metode analisis dalam menjawab permasalahan ini menggunakan studi literature dengan pendekatan deskriptif analitik tentang Strategi Segmentation, Targeting dan Positioning (STP), Kualitas Pelayanan (Service Quality) dan analisis SWOT. Obyek penelitian adalah usaha kecil dan menengah Zaidan’s Olshop. Data diperoleh dari hasil survey kepada konsumen dengan metode pemilihan sample menggunakan convenience sampling. Hasil analisis menunjukkan bahwa berdasarkan analisis STP strategi yang digunakan sudah tepat dengan melakukan positioning usahanya sebagai produk makanan dan herbal kesehatan yang bervariatif, bermutu, dan harga kompetitif. Hasil analisis Servqual (Service quality) menunjukkan bahwa kualitas pelayanan cukup baik. Berdasarkan analisis SWOT perlu meningkatan jumlah hasil penjualan dengan perluasan varian/lini produk, penggunaan promosi digital pengembangan kemitraan dengan reseller dan dropshiper, peningkatn hubungan kerjasama dengan supplier dan jasa pengiriman, peningkatan mutu produk dengan harga terjangkau, serta peningkatan mutu sumber daya manusianya. Kata kunci - Strategi pemasaran, daya saing, pasar bisnis online, pandemi Covid-19 Abstract - The purpose of this research is to analyze the activities and potential of MSMEs in the online market, as well as develop marketing strategies in developing their business. The analytical method in answering this problem uses a literature study with an analytical descriptive approach about Segmentation, Targeting and Positioning (STP) Strategies, Service Quality (Service Quality) and SWOT analysis. The object of research is small and medium enterprises Zaidan's Olshop. The results of the analysis show that based on the STP analysis, the strategy used is appropriate by positioning its business as a varied, quality, and competitively priced health food and herbal product. The results of the Servqual analysis (Service quality) show that the service quality is quite good. Based on the SWOT analysis, it is necessary to increase the number of sales results by expanding product variants/lines, using digital promotions, developing partnerships with resellers and drop shippers, increasing cooperative relationships with suppliers and shipping services, improving product quality at affordable prices, and improving the quality of human resources. Keywords - Marketing strategic, competitiveness, online business market, the Covid-19 pandemic

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: MM estu Mahanani
Date Deposited: 02 Jan 2022 10:38
Last Modified: 02 Jan 2022 10:38
URI: http://repository.upi-yai.ac.id/id/eprint/5080

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