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STRATEGI PEMASARAN USAHA MIKRO, KECIL DAN MENENGAH (UMKM) DI ERA PANDEMI COVID-19 (Studi Pada UMKM Gerbang Ranomeeto – Kendari)

Jurnal Manajemen dan Kewirausahaan · Vol. 14 No. 2 (2022) · pp. 509–524

DOI
10.55598/jmk.v14i2.27102
ISSN
2685-5151, 2085-0085
Published
2022-07-30
Publisher
Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

To find out which marketing strategy is best applied to MSME actors at the Ranomeeto gate in the midst of the covid-19 pandemic, To find out the obstacles faced by MSME actors at the Ranomeeto gate in implementing marketing strategies in order to survive in the midst of the covid-19 pandemic, To find out solutions for MSMEs at the Ranomeeto gate in the face of the covid-19 pandemic in order to maintain their business. The research design used is descriptive research. The results showed that the MSME Strategy at the Ranomeeto gate in the midst of the Covid-19 Pandemic had shown a good strategy, including in the dimensions of Marketing, Production, Personal Sales, Advertising, Sales Promotion, Publication and Public Relations. The implementation of marketing strategies plays a very important role in increasing sales for small and medium enterprises (MSMEs) at Ranomeeto Gate. In implementing the marketing strategy of small and medium enterprises (MSMEs) at Ranomeeto Gate, currently four components of marketing strategy theory have been applied, namely segmentation, targeting, positioning, and differentiation. However, the implementation of the marketing strategy of small and medium enterprises (MSMEs) at Ranomeeto Gate is currently not optimal. During the Covid-19 pandemic, there was a decline in the sales performance of MSMEs business actors. The decline occurred in the early phase of the Covid 19 pandemic in Kendari City. This also resulted in a decrease in the use of labor so that some workers had to be laid off.

Keywords

Collaboration network of the authors

40 authors · 208 co-authorship links · 2 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Muhammadiyah Kendari
  • Universiti Teknologi MARA
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Hartini HartiniAffiliation unknown8
Nursaban RommyAffiliation unknown7
Nasrul NasrulUniversitas Halu Oleo7
Endro SukotjoAffiliation unknown5
Hastuti HastutiAffiliation unknown4
La HataniAffiliation unknown4
Aidin Hudani AwasinombuAffiliation unknown4
Wahyuniati HamidAffiliation unknown4
Yusuf YusufUniversitas Muhammadiyah Kendari4
Buyung SaritaAffiliation unknown4
Nofal NurAffiliation unknown3
Rahmat MadjidAffiliation unknown3
Alida PalilatiAffiliation unknown3
Ibnu HajarUniversiti Teknologi MARA3
Noval NurAffiliation unknown3
Sabri SabriAffiliation unknown2
Agustinus TangalayukAffiliation unknown2
La Ode Asfahyadin AliddinAffiliation unknown2
Isalman IsalmanAffiliation unknown2
Moh. AminAffiliation unknown2
Yusuf MontunduAffiliation unknown2
Enny WatiAffiliation unknown2
Salma SalehAffiliation unknown2
Valentinus Amstrong TNAffiliation unknown2
Andi BahrunUniversitas Halu Oleo1
Tresjia Corina RakianUniversitas Halu Oleo1
LA KARIMUNAUniversitas Halu Oleo1
Gusnawaty H.S. Gusnawaty H.S.Affiliation unknown1
Triya AndayaniAffiliation unknown1
Fabian FaqihAffiliation unknown1
Titin JuniartinAffiliation unknown1
Nurul IttaqullahAffiliation unknown1
Fiqih Saputra TambokoAffiliation unknown1
Feliks Anggia BK PanjaitanAffiliation unknown1
Nurlaila RamadhaniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/manajemen/oai, first harvested 30 Okt 2026, last seen 30 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">STRATEGI PEMASARAN USAHA MIKRO, KECIL DAN MENENGAH (UMKM) DI ERA PANDEMI COVID-19 (Studi Pada UMKM Gerbang Ranomeeto – Kendari)</dc:title>
	<dc:creator>Arham, Arham</dc:creator>
	<dc:creator>Samdin, Samdin</dc:creator>
	<dc:creator>Juharsah, Juharsah</dc:creator>
	<dc:creator>Patwayati, Patwayati</dc:creator>
	<dc:creator>Taufik, Muh.</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:subject xml:lang="en-US">Marketing Strategy, MSMEs, Covid-19</dc:subject>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:description xml:lang="en-US">To find out which marketing strategy is best applied to MSME actors at the Ranomeeto gate in the midst of the covid-19 pandemic, To find out the obstacles faced by MSME actors at the Ranomeeto gate in implementing marketing strategies in order to survive in the midst of the covid-19 pandemic, To find out solutions for MSMEs at the Ranomeeto gate in the face of the covid-19 pandemic in order to maintain their business. The research design used is descriptive research. The results showed that the MSME Strategy at the Ranomeeto gate in the midst of the Covid-19 Pandemic had shown a good strategy, including in the dimensions of Marketing, Production, Personal Sales, Advertising, Sales Promotion, Publication and Public Relations. The implementation of marketing strategies plays a very important role in increasing sales for small and medium enterprises (MSMEs) at Ranomeeto Gate. In implementing the marketing strategy of small and medium enterprises (MSMEs) at Ranomeeto Gate, currently four components of marketing strategy theory have been applied, namely segmentation, targeting, positioning, and differentiation. However, the implementation of the marketing strategy of small and medium enterprises (MSMEs) at Ranomeeto Gate is currently not optimal. During the Covid-19 pandemic, there was a decline in the sales performance of MSMEs business actors. The decline occurred in the early phase of the Covid 19 pandemic in Kendari City. This also resulted in a decrease in the use of labor so that some workers had to be laid off.</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan  Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2022-07-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/manajemen/article/view/27102</dc:identifier>
	<dc:identifier>10.55598/jmk.v14i2.27102</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen dan Kewirausahaan; Vol 14, No 2 (2022): Edisi Juli; 509-524</dc:source>
	<dc:source>2685-5151</dc:source>
	<dc:source>2085-0085</dc:source>
	<dc:source>10.55598/jmk.v14i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/manajemen/article/view/27102/15734</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Jurnal Manajemen dan Kewirausahaan</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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