2021 : PERAN SOCIAL MEDIA MARKETING TERHADAP PEMASARAN UMKM PADA MASA ADAPTASI KEBIASAAN BARU PASCA COVID-19: STUDI KASUS PENGUSAHA PEREMPUAN DI KOTA SURABAYA
Gita Widi Bhawika S.ST.,M.MT
The COVID-19 pandemic has infected 34,214,530 people in 213 countries and 2 international means of transportation. Based on 213 countries infected with COVID-19, Indonesia was included with 291,182 cases as of 1 October 2020 with a total death toll of 10,856 people and 208,487 recoveries. A total of 34 provinces in Indonesia have been exposed to COVID-19 with the most cases in DKI Jakarta, East Java and Central Java. The community and government are taking part in overcoming COVID-19, one of which is the implementation of Large-Scale Social Restrictions (PSBB). However, with the existence of the PSBB, it caused economic losses, increased the number of unemployed people, and decreased the quality of life of the people, leading the Indonesian government to implement a new normal policy to restore the economic situation affected by COVID-19. Bank Indonesia encourages the Micro, Small and Medium Enterprises (MSME) sector to become a major source of economic growth by digitizing all sectors. MSME players, especially women entrepreneurs, are very affected by the COVID-19 pandemic. Women entrepreneurs in Indonesia, especially Surabaya, as the capital of East Java province, experienced a decline in income due to social distancing and PSBB policies. The COVID-19 pandemic has caused several problems for MSME players, but there are opportunities that arise, namely MSME players can use information and communication technology, one of which is the use of social media marketing (SMM). Therefore, this study aims to analyze the roles and main factors that influence the use of SMM in MSMEs during the COVID-19 pandemic among women entrepreneurs in Surabaya. This study also analyzes analyzing the influence of the use of SMM on women entrepreneurs in Surabaya based on training factors. This research was conducted with a quantitative approach. To achieve these objectives, the data processing and analysis techniques used in this study were descriptive analysis, PLS-SEM, and ANOVA.