A Study of SMEs’ Retention Marketing During the Covid-19 Pandemic

DOI

10.2991/aebmr.k.210507.073How to use a DOI?

Keywords

Retention marketing, Covid-19 Pandemic, Small and Medium Enterprises

Abstract

The marketing problem is a challenge faced by Small and Medium Enterprises (SMEs) during the Covid-19 pandemic. The results of several studies show that one of the essential steps to maintain business during a pandemic is to bind customers to keep making purchases, not switching to other products. Therefore, retention marketing is the answer, which is a strategy to make consumers feel bound, happy, and comfortable when consuming a product. This study uses a qualitative approach by interviewing SMEs who open their businesses in Semarang City Mall Food Court. The interviews show that retention marketing is the right and effective strategy for SMEs to sustain their businesses during the Covid-19 pandemic. The SMEs who can survive are successful in implementing retention marketing. On the other hand, the SMEs who cannot survive are not successful in implementing this strategy appropriately.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Adi Ekopriyono
AU  - Natalia Sari Pujiastuti
AU  - Tri Widayati
AU  - Ida Puspitowati
PY  - 2021
DA  - 2021/05/09
TI  - A Study of SMEs’ Retention Marketing During the Covid-19 Pandemic
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 494
EP  - 500
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.073
DO  - 10.2991/aebmr.k.210507.073
ID  - Ekopriyono2021
ER  -