Marketing Communication Based Local Wisdom on Micro, Small, and Medium Enterprises During Pandemic Covid 19

DOI

10.2991/assehr.k.211223.109How to use a DOI?

Keywords

Marketing Communication; Local Wisdom; Micro; Small and Medium Enterprises

Abstract

The condition of COVID-19 pandemic has changed the pattern of human life from various aspects, one of them is the most affected by the economic aspect of the community. The wheels of the community’s economy are hampered due to the policy of implementing restrictions on community activities (PPKM) in several regions in Indonesia. Micro, small and medium business activities are experiencing difficulties in the distribution and sales sectors to capital, but the community is trying to get up and survive during the pandemic. Marketing communication activities by prioritizing local wisdom are important to be studied and researched further, in order to become a reference for marketing models during the pandemic for people engaged in the micro business sector in general. From the results of the interview, it is obtained a description of the marketing communication of micro, small and medium business actors. There are two conditions, namely marketing communication through online media and traditional methods. The conclusion of this article is that marketing communications for micro, small and medium enterprises in the midst of a pandemic can rise because there are activities based on local wisdom that are put forward by the community and business actors themselves. The difficult pandemic period for small business actors will feel lighter if all people are aware of supporting each other so that small businesses can run their businesses productively.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Mutiah
AU  - Vinda Maya Setianingrum
AU  - Anam Miftakhul Huda
PY  - 2021
DA  - 2021/12/24
TI  - Marketing Communication Based Local Wisdom on Micro, Small, and Medium Enterprises During Pandemic Covid 19
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2021 (IJCAH 2021)
PB  - Atlantis Press
SP  - 639
EP  - 644
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211223.109
DO  - 10.2991/assehr.k.211223.109
ID  - 2021
ER  -