Perkembangan Digital Marketing Pada Home Industry Makanan Ringan Di Surabaya Raya Selama Pandemi Covid-19
DOI:
https://doi.org/10.31328/wnceb.v2i1.3170Abstract
AbstrakPerkembangan digital marketing memberikan dampak yang positif bagi pelaku home industry makanan ringan. Home industry makanan ringan merupakan salah satu bidang usaha yang terus berkembang pada era pandemic covid19. Penelitian ini bertujuan untuk memahami fenomena peran perkembangan teknologi digital terhadap keberlangsungan usaha home industry. Metode penelitian menggunakan qualitative descriptive dengan studi kasus pelaku home industry makanan ringan di Kota Surabaya Raya. Hasil penelitian menjukkan adanya peran yang besar dari teknologi digital selama pandemic covid-19 untuk mendukung saluran distribusi home industry dalam memperluas jangkauan bisnisnya. Digital marketing memainkan peran baru menggantikan peran pemasaran tradisional dengan menyeimbangkan aktivitas online dan offline. Hal ini menyebabkan terjadinya pergeseran strategi pemasaran mulai dari segmentasi pasar, promosi sampai dengan meningkatkan volume penjualan.Keywords: digital marketing, home industry, pandemic covid19 AbstractThe development of digital marketing has a positive impact on the home snack industry players. The home snack industry is one of the business fields that continues to grow in the era of the COVID-19 pandemic. This study aims to understand the phenomenon of the role of the development of digital technology on the sustainability of the home industry business. The research method uses qualitative descriptive with a case study of the perpetrators of the home industry of snacks in the city of Greater Surabaya. The results of the study show that digital technology plays a big role during the COVID-19 pandemic to support home industry distribution channels in expanding their business reach. Digital marketing is playing a new role replacing the traditional marketing role by balancing online and offline activities. This causes a shift in marketing strategy ranging from market segmentation, promotion to increasing sales volume.Keywords: digital marketing, home industry, pandemic covid19References
Chaffey, Dave, Richard Mayer, Kevin Johnston dan Fiona Ellis-Chadwick, 2000, Internet Marketing: Strategy, Implementattion And Practice, Pearson Education Limited, London, England.
Foroudi, P., Jin, Z., Gupta, S., Melewar, T.C. and Foroudi, M.M. (2016), “Influence of innovation capability and customer experience on reputation and loyaltyâ€, Journal of Business Research, Vol. 69 No. 11, pp. 4882-4889.
Hermawan, D. (2013) E-Business & E-Commerce. 1st edn. Yogyakarta: CV Andi Offset.
Jonathan Sarwono, K. Prihartono Perdagangan Online: Cara Bisnis di Internet, 2015, Elex media Komputindo, Jakarta.
Justin G. Longenecker, dkk., Kewirausahaan Manajemen Usaha Kecil, 2013, Salemba Empat, Jakarta
Amstrong, Gary & Philip, Kotler. (2012) Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta: Penerbit Prenhalindo.
Kotler, Philip dan Gary Amstrong, 2014, Principles of Marketing, 10th Edition, Pearson Education Inc. Upper Saddle River, New Jersey.
Ryan, D. (2014). Understanding Digital marketing. Great Britain: Kogan Page Limited
Safko, Lon and David K.Brake 2016. The Social Media Bible: Tactics, Tools, and Strategies for Business Success, John Wiley & Sons: New Jersey.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV.Alfabeta, 2015.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of BraÅŸov, 9(58), 51-56.
https://finance.detik.com/industri/d-5641145/mengintip-peran-ikm-ke-perekonomian-nasional
