STRATEGY OF SMEs IN FACING MARKET NEEDS IN THE COVID-19 PANDEMIC ERA
CULINARY SMEs IN MAKASSAR CITY
Main Article Content
Research purposes; (1) Analyzing descriptively the strategies of SMEs in the culinary field using e-commerce, digital marketing, customer relationship marketing and market needs during the Covid 19 pandemic in Makassar City,(2) Testing and analyzing SME strategies in the culinary field, the influence of e-commerce on market needs during the Covid-19 pandemic in Makassar City, (3) Testing and analyzing UKM strategies in the culinary field, the influence of digital marketing on market needs during the Covid-19 pandemic in Makassar City , (4) Testing and analyzing the strategies of SMEs in the culinary field, the influence of customer relationship marketing on market needs during the Covid-19 pandemic in Makassar City. This research method is categorized as an explanatory survey, data collection technique using a questionnaire to 100 UKM players spread across four (3) types of businesses in the culinary sector, namely; restaurants, cafes and restaurants, the sampling technique was carried out in a simple random proportional manner according to the population spread over the types of SMEs in the culinary sector, in answering the research hypothesis analysis was usedstructural equation modelling (SEM). The research results show; based on descriptive analysis of respondents' perceptions in assessing research variables it can be proven that the SME strategy usese-commerce, digital marketing and customer relationship marketing to market needs during the Covid 19 pandemic, especially SMEs in the culinary sector in Makassar City. In addition, based on hypothesis testing it was found that (1) e-commerce has a positive and significant effect on market needs, (2) digital marketing has a positive and significant effect on market needs, and (3) customer relationship marketing has a positive and significant effect on market needs.
Ade Priangani. 2013. Strengthening Marketing Management in the Context of Global Competition. National Journal. Volume 2, Number 4. Bandung.
Ali, Hisham. "The Influence of Islamic Sales Promotion and Personal Selling on Interests in Becoming Members of the Baitut Tamwil Muhammadiyah Bandar Sharia Financial Services Cooperative", (Thesis—IAIN Walisongo Semarang, 2014).
Armstrong, Gary & Philip, Kotler. (2012) Fundamentals of Marketing. Volume I, Translated by Alexander Sindoro and Benjamin Molan. Jakarta: Prenhalindo Publisher.
Anatan, L., & Ellitan, L. (2006). Human resource management in modern business. Bandung: CV. Alphabet
Andrews, Kenneth R. 2005. The Concept of Corporate Strategy. Jakarta: Erlangga.
Arief Rahmana. 2009. The Role of Information Technology in Increasing the Competitiveness of Small and Medium Enterprises. National Seminar on Application of Information Technology (SNATI) Yogyakarta, 20 June 2009. ISSN: 1907-5022
Atmoko, T. Prasetyo Hadi. 2018. Marketing Strategy to Increase Sales Volume at Canvinton Hotel Yogyakarta. Journal of Indonesia Tourism, Hospitality and Recreation --- Volume 1, Number 2, October 2018.
Bäckbro, J., & Nyström, H. (2006, 01 16). Entrepreneurial Marketing Innovate value creation. 01
Barata, Atep Adya. 2003. Fundamentals of Excellent Service. Jakarta: PT. Scholastic Library.
Barney, J.B. (2004). Gaining and Sustaining Competitive Advantage Third Edition. Ney Jearsey: Pearson Education, Inc., Upper Saddle River.
Barney, J.B. (2010). Is The Resource Based View A Usefull Perspective For Strategic Management Research? Yes. Academy of Management Review, Vol. 6, No. 1, 41-56.
Barney, JB, & Hesterly, W. (2014). Strategic Management and Competitive Advantage: Concepts and Cases. Upper Saddle River, New Jersey: Pearson Education, Inc.
Becker, Brian dan Gerhart, Barry, 2006, “The Impact of Human Resource Management Organizational Performance: Progress and Prospects”, Academy of Management Journal, 39 (4), pp. 779-801.
Creswell, John W. (2010). Research Design Qualitative, Quantitative, and Mixed Approaches. Yogyakarta : Student Library
Daniel, MV and RG Rangel. 2007. Development of Internal Resources andCapabilities as Sources of Differentiation of SME Under Increased Global Competition: A Field Study in Mexico. Technological Forecasting and Social Change 74: 90-99.
DeLone, WH., McLean. (2007). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems / Spring. Vol: 19, No. 4, pp. 930.
Dewi Jayanti Mandasari, Joko Widodo, Sutrisno Djaja. (2019). Journal of Economic Education: Scientific Journal of Education, Economics, and Social Sciences Vol. 13 No. 1. "Marketing Strategy for Micro, Small and Medium Enterprises of Batik Magenda Tamanan, Bondowoso Regency".
Fata Zayinul. 2010. Analysis of the Factors Affecting the Income of Batik Traders (Case Study at Klewer Market, Solo, Central Java). Thesis of the Department of Development Economics, Sebelas Maret University, Surakarta
Ferreira João, Susana Garrido Azevedo. 2007. Entrepreneurial Orientation as a Main Resource and Capability on Small Firm's Growth. Portugal: Department of Management and Economics University of Beira Interior Pólo IV – Edifício Ernesto Cruz, 6200-209.
Garvin, DA 1998. Managing Quality. New York: The Free Press
Grant, MR (2010). Contemporary Strategy Analysis: Concepts, Techniques, Applications. USA: Quebecor Printing Book Press.
Hafsah, M. Jafar. 2004. Small and Medium Enterprises (UKM) Development Efforts, Infokop Number 25 Year XX.
Hakim, 2006 "Analysis of the influence of motivation, organizational commitment, and organizational climate on employee performance, studies on the Central Java provincial transportation and telecommunications services, JRBI Vol.2, No.2,: 165-180."
Hanum, AN, & Sinarasri, A. (2017). Analysis of the factors that influence e-commerce adoption and their influence on the performance of SMEs (case study of SMEs in the city of Semarang). Maximum, Vol. 1(No. 1), 1–15.
Hardilawati, WL (2019). Models of Customer Relationship Marketing, Innovation and E-Commerce in Improving Marketing Performance of SME's in Pekanbaru. Journal of Accounting and Economics, 9(2), 213–222.
Hardilawati, WL (2019). The Role of Innovation and E-Commerce in Small Business. 373, 83–87.
Hardilawati, WL (2019). Models of Customer Relationship Marketing, Innovation and E-Commerce in Improving Marketing Performance of SME's in Pekanbaru. Journal of Accounting and Economics, 9(2), 213–222.
Helmalia & Afrinawati, 2018 The Influence of E-commerce on Increasing Income of Micro, Small and Medium Enterprises in Padang City.Imam Bonjol State Islamic University Padang.
Hendrawan, A., Sucahyowati, H., Cahyandi, K., Indriyani, & Rayendra, A. (2019). The Influence of Digital Marketing on the Product Sales Performance of Asti Gauri UMKM in Bantasari Cilacap District. Journal of Administration and Secretarial Affairs, 4(1), 53–60.http://www.jurnal.stiks-tarakanita.ac.id/index.php/JAK/article/view/189/136
Henry Simamora, 2012. Human Resource Management. Edition 1. Yogyakarta: STIE YKPN Yogyakarta.
Hitt, MA, Ireland, RD, & Hoskisson, RE (2011). Strategic Management: Competitiveness and Globalization (5th ed.). Thomson South West.
Hurriyati, Ratih. (2019). Marketing Mix and Consumer Loyalty. Bandung: ALFABETHA.
Kananlua, PS 2001. Human Resource Practices and Organizational Performance. Journal of Business Economics and Venture Accounting 4(8):44-50. Perbanas STIE Surabaya
Khan, F., & Siddiqui, K. (2013). The importance of digital marketing: An exploratory study to find the perception and effectiveness of digital marketing among marketing professionals in Pakistan. Journal of Information Systems & Operations Management Vol. 7, 1-8.
Kotler, Philip. 1997, Marketing Management. Indonesian edition volume one. Jakarta: Prentice Hall.
Philip Kotler and Gray Armstrong (2008), Marketing Principles 12th Edition. Volume 1. Jakarta: Erlangga
Kotler and Armstrong. 2008. Marketing Principles. Volumes 1 and 2. Edition 12. Jakarta: Erlangga.
Kotler, P., & Keller, KL 2009. Marketing Management. Index Publisher, Jakarta.
Laudon & Traver, 2016. E-commerce. Harlow: Pearson Education
Lestari, SP, & R, KA (2019). The Effect Of Product Quality Toward Interest In. 5(2), 95–102.
Lili Marlina (2020). Opportunities and Challenges of MSMEs in Efforts to Strengthen the National Economy in 2020 Amid the Covid 19 Pandemic. Bina Sarana Informatics University, Jakarta
Mankiw, N. Gregory. 2007. Macroeconomics, Sixth Edition. Jakarta: Erlangga
Maskarto Lucky Nara Rosmadi (2020). Implementation of Business Strategy during the Covid-19 Pandemic. STIE Kridatama Bandung.
Moleong, 2011, Qualitative Research Methodology, Bandung: Rosda.
Miles, Morgan, Joe Giglierano, Rob Vitale, 2003. Entrepreneurial Orientation, Market Orientation, and Performance In Established And Startup Firms.
Muhammad Ismail Yusanto. 2002. Initiating Islamic Business. Jakarta: Human Echo.
Nasdini, Yazer. (2012). Digital Marketing Strategies that Millennials Find Appealing, Motivating, or Just Annoying. Journal of Strategic Marketing. Vol. 19, No.6, pp 489-499
Ningtyas, PK, & Sunarko, B. (2011). Analysis of Factors Influencing E-Commerce Adoption and Their Impact on MSME Performance. Performance, 21(1), 95–107.
Permendagri. (2007). REGULATION OF THE MINISTER OF HOME AFFAIRS No. 42 of 2007 Concerning Village Markets. Jakarta: Minister of Internal Affairs of the Republic of Indonesia
Rahardja, Pratama. 2015. Introduction to Economics, Micro and Macro Economics. Jakarta: LPFE
Porter, Michael E., 2002, Technical Competitive Strategy Analyzing Industry and Competitors, Erlangga Publisher, Jakarta.
Porter, ME (2002). Competitive Strategy: Competitive Strategy. Tangerang: Karisma Publishing Group
Porter, EM & Kramer, RK 2006. Strategy & Society, The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Reviews.
Pradana, M. (2016). Classification of E-Commerce Business in Indonesia. Mode, 27(2), 163.https://doi.org/10.24002/modus.v27i2.554
Radami Karmansyah(2020) THE EFFECT OF PROMOTION AND SERVICE QUALITY ON CONSUMER DECISIONS IN USING GRABFOOD SERVICES IN ILIR BARAT I DISTRICT, PALEMBANG DURING THE COVID-19 PANDEMIC. Muhammadiyah Palembang University.
Uma Sekaran, 2006. Business Research Methods. Jakarta: Salemba Empat
Now, Uma. 2016. Research Methodology for Business. Salemba Empat, Jakarta
Stanton, William J, 2000, Marketing Principles, Volume 1, 3rd Edition, Translated by Yohanes Lamarto, Jakarta: Erlangga.
Sugiyono, (2014), Educational Research Methods Quantitative, Qualitative and R & D Approaches. Bandung: Alphabet
Sugiyono, (2016), Educational Research Methods Quantitative, Qualitative and R & D Approaches. Bandung: Alphabet
Tejsari, Maharani. 2008. The Role of the Small and Medium Enterprises Sector in Labor Absorption and Economic Growth. Thesis. Faculty of Economics and Management. Bogor Agricultural Institute. Bogor.
Tripayana, S., & Pramono, J. (2020). Product Quality, Service, and Loyalty
Tull, Donald S. and Lynn R. Kahle. 2016. Marketing Management. Prentice Hall International.
Thoha, Nurianna and Parulian Hutapea, 2008, Competency Plus: Theory, Design, Case and Application for HR and Dynamic Organizations, Publisher: Gramedia Pustaka Utama, Jakarta
Tony, A. (2014). The Existence of Traditional Markets in Facing Modern Markets in the Modernization Era.
Yusuf, Deni Kamaludin, Badriah, et al, Effects of the Covid19 Disaster, Social Restrictions, and Online Marketing Systems on Changes in Consumer Behavior in Buying Retail Products, Digital Library UIN Sunan Gunung Djati, July 2020.
Wibowo and Arifin n.d. (2019). Work management. Jakarta. PT. King Gravindo Persada.
Saturn. 2010. Knowledge & Innovation: The Power of Competitiveness Platform. Jakarta: PT. Gramedia General Library.