Micro, Small and Medium Enterprises Promotion Strategy based Economy Creative After the Covid-19 Pandemic Period (Study of Pinus Kopi and Simposium Coffe IN PROBOLINGGO CITY)

Prawira, Mochammad Ariyanto Eka and Supriono, S. Sos., M.AB. (2023) Micro, Small and Medium Enterprises Promotion Strategy based Economy Creative After the Covid-19 Pandemic Period (Study of Pinus Kopi and Simposium Coffe IN PROBOLINGGO CITY). Sarjana thesis, Universitas Brawijaya.

Abstract

Micro, Small and Medium Enterprises (SMEs) can be seen as one of the solutions to increase economic value in Indonesia, and this is evidenced by the fact that during the crisis that existed in Indonesia, namely in 1992-2000, Micro, Small and Medium Enterprises (SMEs) were considered to save the economy in Indonesia, this is because Micro, Small and Medium Enterprises (SMEs) were able to survive during this crisis and also Micro, Small and Medium Enterprises (SMEs) were able to provide a large number of jobs. The Covid-19 pandemic has had a negative impact on the economic sector, one of which is the MSME culinary sector in Probolinggo City, whose sales turnover has decreased during the Covid-19 pandemic. To deal with this difficult situation, SMEs, especially culinary, must make a marketing strategy, namely by promoting their products. The purpose of this study is to find out how the promotion strategy was implemented by SMEs in Probolinggo City during the Covid-19 pandemic. This type of research uses qualitative methods with descriptive data collection methods, namely interviews. The results of this study indicate that SMEs in Probolinggo City have their own way of promoting using the concept of the creative economy and digital marketing after the Covid-19 pandemic.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030884
Uncontrolled Keywords:	covid-19, Promotion Strategy, SME, Creative Economy, Digital Marketing
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	25 Jan 2024 02:53
Last Modified:	25 Jan 2024 02:53
URI:	http://repository.ub.ac.id/id/eprint/212971

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