Proceedings of the 3rd International Conference on Rural Socio-Economic Transformation: A Transdisciplinary Approach for Promoting Sustainable, Resilience, and Just Rural Transitions in the Era of Climate Crisis, RUSET 2022, 10-11 August 2022, Bogor, Indonesia

Research Article

MSME Marketing Business Tourism Village in Tegal Waru Village, Ciampea District, Bogor Regency, Indonesia

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  • @INPROCEEDINGS{10.4108/eai.10-8-2022.2338972,
        author={Amiruddin  Saleh and Hamzah  Hamzah and Dwi Retno Hapsari and Klarissa Melviana Kurniawan and Hudi  Santoso},
        title={MSME Marketing Business Tourism Village in Tegal Waru Village, Ciampea District, Bogor Regency, Indonesia},
        proceedings={Proceedings of the 3rd International Conference on Rural Socio-Economic Transformation: A Transdisciplinary Approach for Promoting Sustainable, Resilience, and Just Rural Transitions in the Era of Climate Crisis, RUSET 2022, 10-11 August 2022, Bogor, Indonesia},
        publisher={EAI},
        proceedings_a={RUSET},
        year={2023},
        month={11},
        keywords={covid-19 pandemic marketing promotions msmes online media},
        doi={10.4108/eai.10-8-2022.2338972}
    }
    
  • Amiruddin Saleh
    Hamzah Hamzah
    Dwi Retno Hapsari
    Klarissa Melviana Kurniawan
    Hudi Santoso
    Year: 2023
    MSME Marketing Business Tourism Village in Tegal Waru Village, Ciampea District, Bogor Regency, Indonesia
    RUSET
    EAI
    DOI: 10.4108/eai.10-8-2022.2338972
Amiruddin Saleh1, Hamzah Hamzah1, Dwi Retno Hapsari1, Klarissa Melviana Kurniawan1,*, Hudi Santoso1
  • 1: IPB University
*Contact email: klarissa_mk@apps.ipb.ac.id

Abstract

The Covid-19 pandemic has had many negative impacts on many sectors, one of which is the MSME sector. With the emergence of this virus, the government imposed a policy of Large-Scale Social Restrictions (PSBB) which changed all forms of activity, especially the economy. Various ways are carried out by MSME entrepreneurs to survive, one of which is by utilizing digital marketing communications to market MSME products so that consumers can find out about products and buy them. The purpose of this study is to identify marketing carried out by stakeholders and analyze the factors that influence business development in Tegal Waru Village, Ciampea District, Bogor Regency. This research is explanatory research using a quantitative approach with a questionnaire instrument and a qualitative approach obtained through in-depth interviews with informants who are the managers of SMEs. The results show that online has a positive effect on the stability of business life. Conventional marketing communication tools such as advertising, sales promotion, personal selling, and public relations media online. The marketing tool that shows the most important results is the use of direct marketing and promotion. However, businesses recognize that marketing messages are more affected when delivered face-to-face, including virtual face-to-face interviews