Revitalizing Small Business Resilience: A Post-Pandemic Marketing Communication Paradigm in the Bag Industry

DOI

10.2991/978-2-38476-247-7_29How to use a DOI?

Keywords

communication strategy; marketing communication; marketing communication mix

Abstract

Tanggulangin is included in the tour of MSME centers of the bag and luggage industry in Sidoarjo Regency. Tanggulangin bag and luggage products have local brands with good quality and have been recognized by consumers. Tanggulangin bag and luggage SMEs are one of the icons of Sidoarjo shopping tourism. However, after the Lapindo mud disaster in 2006, most of the bag and luggage makers in Tanggulangin went out of business. But there are still some bag and luggage MSMEs that still survive. During the survival of bag and luggage MSMEs, Covid-19 emerged in early 2020 as a pandemic that had a direct impact on the economy, especially the MSME sector. One of the MSMEs that still survives and continues to produce until now is CV Sartika Ratu. There are seven people selected using purposive sampling technique to become informants, namely the owner as well as marketing staff and customers of CV Sartika Ratu.The method in this research uses qualitative descriptive method. The purpose of this research is to find out and analyze how marketing communication strategies to maintain their business after the Covid-19 pandemic. The data collection methods used are through interviews and observations. The results of this research explain that CV Sartika Ratu uses three marketing communication models in the marketing communication mix as a marketing communication strategy.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rahma Aqidatun Nisa
AU  - Nur Maghfirah Aesthetika
AU  - Ferry Adhi Dharma
AU  - Dildora Pashakhodjaeva
PY  - 2024
DA  - 2024/09/04
TI  - Revitalizing Small Business Resilience: A Post-Pandemic Marketing Communication Paradigm in the Bag Industry
BT  - Proceedings of the 2nd International Conference on Advance Research in Social and Economic Science (ICARSE 2023)
PB  - Atlantis Press
SP  - 252
EP  - 260
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-247-7_29
DO  - 10.2991/978-2-38476-247-7_29
ID  - Nisa2024
ER  -