Research Article
Mekar Hurip Nursery's Digital Marketing Strategy during the Covid-19 Pandemic Using the Business Model Canvas (BMC) Approach
@INPROCEEDINGS{10.4108/eai.19-9-2024.2354067, author={Doni Sahat Tua Manalu and Henny Rusmiyati and Harries Maritasari and Ulil Azmi Nurlaili Afifah and Roni Kartiman}, title={Mekar Hurip Nursery's Digital Marketing Strategy during the Covid-19 Pandemic Using the Business Model Canvas (BMC) Approach}, proceedings={Proceedings of the 7th International Seminar on Business, Economics, Social Science, and Technology, ISBEST 2024, 19 September 2024, South Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ISBEST}, year={2025}, month={1}, keywords={business model canvas digital marketing ornamental plants}, doi={10.4108/eai.19-9-2024.2354067} }- Doni Sahat Tua Manalu
Henny Rusmiyati
Harries Maritasari
Ulil Azmi Nurlaili Afifah
Roni Kartiman
Year: 2025
Mekar Hurip Nursery's Digital Marketing Strategy during the Covid-19 Pandemic Using the Business Model Canvas (BMC) Approach
ISBEST
EAI
DOI: 10.4108/eai.19-9-2024.2354067
Abstract
Mekar Hurip Nursery, a supplier of ornamental plants and fertilizers in Sukamantri village, Bogor, saw a surge in plant sales during the COVID-19 pandemic. With the rise of at-home activities, ornamental plant care became popular, offering people a way to overcome boredom. To leverage this trend, Mekar Hurip Nursery expanded its market reach through digital marketing on platforms like YouTube, Instagram, Facebook, TikTok, and WhatsApp, significantly increasing sales. This study examines the impact of digital marketing on sales before and after its adoption, using the Business Model Canvas to analyze changes across its nine components. Results showed a remarkable 90% increase in sales, which positively influenced the company’s revenue. This growth highlights the effectiveness of digital marketing in enhancing Mekar Hurip Nursery’s market presence and profitability.
