Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic

Sri Watini; Haznah Latifah; Dudi Rudianto; Nesti Anggraini Santoso

doi:10.33050/sabda.v1i1.73

Issue

Vol. 1 No. 1 (2022): Startupreneur Business Digital (SABDA)

Issue Published : June 22, 2023

Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic

https://doi.org/10.33050/sabda.v1i1.73

Sri Watini

Panca Sakti University

Haznah Latifah

Manipal International University

Dudi Rudianto

Bakrie University

Nesti Anggraini Santoso

Universitas Raharja

Corresponding Author(s) : Nesti Anggraini Santoso

nesti@raharja.info

Startupreneur Business Digital (SABDA Journal), Vol. 1 No. 1 (2022): Startupreneur Business Digital (SABDA)
Article Published : April 12, 2022

Abstract

The spread of the Covid-19 virus impacts all aspects, one of which is the economic aspect. To maintain coffee MSME products during the pandemic, MSME Coffee players have adapted to government policies, namely by utilizing digital technology to synergize with today's digital transformation. Observing and studying literature is used as a research method, collecting information so that the adaptation process can run smoothly as expected. After the MSMEs of Coffee Products have adapted the digital business in the digital marketing section, the results obtained are the presence of Instagram Social Media, Blogs, Online Stores, and new Payment Methods. The use of this technology certainly impacts both MSME actors and consumers who find it easy. The hope is that the research will be able to develop an online marketplace and also assess the level of consumer satisfaction with the use of digital media on this MSME Coffee product.

Keywords

Digital Transformation MSME Technology Covid-19

Watini, S., Latifah, H., Rudianto, D., & Santoso, N. A. (2022). Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic. Startupreneur Business Digital (SABDA Journal), 1(1), 19–33. https://doi.org/10.33050/sabda.v1i1.73

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References

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U. Rahardja, N. Lutfiani, and H. L. Juniar, “Scientific Publication Management Transformation In Disruption Era,” Aptisi Transactions On Management, vol. 3, no. 2, pp. 109–118, 2019.
T. Aprilya, “Strategi Komunikasi Pemasaran Nadyasfashop Melalui Instagram Dalam Meningkatkan Kepercayaan Customer Di Samarinda,” EJournal Ilmu Komunikasi, vol. 5, no. 1, pp. 13–23, 2017.
E. Guustaaf, U. Rahardja, Q. Aini, H. W. Maharani, and N. A. Santoso, “Blockchain-based Education Project,” Aptisi Transactions on Management (ATM), vol. 5, no. 1, pp. 46–61, 2021.
D. Julianingsih, A. G. Prawiyogi, E. Dolan, and D. Apriani, “Utilization of Gadget Technology as a Learning Media,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 1, pp. 43–45, 2021.
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P. Pramesti, A. Dwijayanti, R. Komalasari, and Z. Munawar, “Transformasi Bisnis Digital UMKM Bola Ubi Kopong di Masa Pandemi Covid-19,” ATRABIS: Jurnal Administrasi Bisnis (e-Journal), vol. 7, no. 2, pp. 112–119, 2021.
A. Dudhat, N. P. L. Santoso, S. Santoso, and R. Setiawati, “Blockchain in Indonesia University: A Design Viewboard of Digital Technology Education,” Aptisi Transactions on Technopreneurship (ATT), vol. 3, no. 1, pp. 68–80, 2021.
L. Meria, Q. Aini, N. P. L. Santoso, U. Raharja, and S. Millah, “Management of Access Control for Decentralized Online Educations using Blockchain Technology,” in 2021 Sixth International Conference on Informatics and Computing (ICIC), 2021, pp. 1–6.
S. Guritno and U. Rahardja, Theory and Application of IT Research: Metodologi Penelitian Teknologi Informasi. Penerbit Andi, 2011.
S. Santoso, J. Kauf, and N. C. Aristo, “The Information System of Name Card Sales Based on Digital Marketing to Improve Creativepreneur on College E-Commerce Website,” Aptisi Transactions On Technopreneurship (ATT), vol. 1, no. 1, pp. 64–72, 2019.
R. Hardjosubroto, U. Raharja, N. Anggraini, and W. Yestina, “PENGGALANGAN DANA DIGITAL UNTUK YAYASAN DISABILITAS MELALUI PRODUK UMKM DI ERA 4.0,” ADI Pengabdian Kepada Masyarakat, vol. 1, no. 1, 2020.
N. A. Santoso and E. A. Nabila, “Social Media Factors and Teen Gadget Addiction Factors in Indonesia,” ADI Journal on Recent Innovation, vol. 3, no. 1, pp. 67–77, 2021.
“View of Pengabdian Kepada Masyarakat terhadap Potensi Coffee dalam mengembangkan Program UMKM.” https://ejournal.raharja.ac.id/index.php/urnity/article/view/1571/1060 (accessed Mar. 23, 2022).
Q. Aini, A. Alwiyah, and D. M. Putri, “Effectiveness of Installment Payment Management Using Recurring Scheduling to Cashier Performance,” Aptisi Transactions on Management (ATM), vol. 3, no. 1, pp. 13–21, 2019.

References

M. A. Rofiq, M. A. A. Nawawi, R. I. Syafitri, R. Ektiarnanti, and D. Maenadi, “Transformasi Bisnis Kreatif Micro Enterpreneur Dalam Mempertahankan Omset di Masa COVID-19,” in Seminar Nasional Manajemen, Ekonomi dan Akuntansi, 2020, vol. 5, no. 1, pp. 489–497.

“SISTEM PEMBELAJARAN BELAJAR DARI RUMAH MENGGUNAKAN GOOGLE CLASSROOM DI MASA PANDEMI COVID-19 | URNITY JOURNAL.” https://ejournal.raharja.ac.id/index.php/urnity/article/view/2028 (accessed Apr. 18, 2022).

“PERUBAHAN BERAT BADAN SELAMA LOCKDOWN DI RUMAH COVID- 19 PENGARUH PADA VARIABEL PSIKOSOSIAL | URNITY JOURNAL.” https://ejournal.raharja.ac.id/index.php/urnity/article/view/2034 (accessed Apr. 18, 2022).

R. Komalasari, “Manfaat Teknologi Informasi dan Komunikasi di Masa Pandemi Covid 19,” Tematik: Jurnal Teknologi Informasi Komunikasi (e-Journal), vol. 7, no. 1, pp. 38–50, 2020.

M. W. Hasanat, A. Hoque, F. A. Shikha, M. Anwar, A. B. A. Hamid, and H. H. Tat, “The impact of coronavirus (COVID-19) on e-business in Malaysia,” Asian Journal of Multidisciplinary Studies, vol. 3, no. 1, pp. 85–90, 2020.

B. Arianto, “Pengembangan UMKM Digital di Masa Pandemi Covid-19,” ATRABIS: Jurnal Administrasi Bisnis (e-Journal), vol. 6, no. 2, pp. 233–247, 2020.

S. P. Sari, “Strategi Meningkatkan Penjualan Di Era Digital,” Scientific Journal Of Reflection: Economic, Accounting, Management and Business, vol. 3, no. 3, pp. 291–300, 2020.

Q. Aini, S. Riza Bob, N. P. L. Santoso, A. Faturahman, and U. Rahardja, “Digitalization of Smart Student Assessment Quality in Era 4.0,” International Journal of Advanced Trends in Computer Science and Engineering, vol. 9, no. 1.2, pp. 257–265, Apr. 2020, doi: 10.30534/ijatcse/2020/3891.22020.

B. Rawat, N. Mehra, A. S. Bist, M. Yusup, and Y. P. A. Sanjaya, “Quantum Computing and AI: Impacts & Possibilities,” ADI Journal on Recent Innovation, vol. 3, no. 2, pp. 202–207, 2022.

D. S. K. Lim, E. A. Morse, and N. Yu, “The impact of the global crisis on the growth of SMEs: A resource system perspective,” International Small Business Journal, vol. 38, no. 6, pp. 492–503, 2020.

S. Syihabudin and R. G. Gumelar, “Digital Marketing Communication Development On Micro, Small And Medium Enterprises (Msme) In Era 4.0 Based On Sharia Economic (Case Study Msme Domas Village, Pontang District),” 2019.

A. Hendrawan, “Pengaruh marketing digital terhadap kinerja penjualan produk umkm asti gauri di kecamatan bantarsari cilacaP,” Jurnal Administrasi Dan Kesekretarisan, vol. 4, no. 1, pp. 50–61, 2019.

F. Purnomo, “Program ladit (lapak digital): optimalisasi media digital sebagai wadah dalam pengembangan UMKM di Madura,” Jurnal Studi Manajemen Dan Bisnis, vol. 6, no. 2, pp. 89–95, 2019.

R. Sudaryanto and R. R. Wijayanti, “Strategi pemberdayaan UMKM menghadapi pasar bebas Asean,” Pusat Kebijakan Ekonomi Makro. Badan Kebijakan Fiskal. Kementerian Keuangan, Jakarta, 2013.

U. Rahardja, Q. Aini, A. Khairunisa, and S. Millah, “Implementation of Blockchain Technology in Learning Management System (LMS),” APTISI Transactions on Management (ATM), vol. 6, no. 2, pp. 112–120, 2022.

E. A. Nabila, S. Santoso, Y. Muhtadi, and B. Tjahjono, “Artificial Intelligence Robots And Revolutionizing Society In Terms Of Technology, Innovation, Work And Power,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 1, pp. 46–52, 2021.

B. Rawat, A. S. Bist, G. Maulani, N. Azizah, and F. P. Oganda, “Research Impact Evaluation Tools: Myths and Reality,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 2, pp. 136–142, 2022.

U. Rahardja, N. Lutfiani, and H. L. Juniar, “Scientific Publication Management Transformation In Disruption Era,” Aptisi Transactions On Management, vol. 3, no. 2, pp. 109–118, 2019.

T. Aprilya, “Strategi Komunikasi Pemasaran Nadyasfashop Melalui Instagram Dalam Meningkatkan Kepercayaan Customer Di Samarinda,” EJournal Ilmu Komunikasi, vol. 5, no. 1, pp. 13–23, 2017.

E. Guustaaf, U. Rahardja, Q. Aini, H. W. Maharani, and N. A. Santoso, “Blockchain-based Education Project,” Aptisi Transactions on Management (ATM), vol. 5, no. 1, pp. 46–61, 2021.

D. Julianingsih, A. G. Prawiyogi, E. Dolan, and D. Apriani, “Utilization of Gadget Technology as a Learning Media,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 1, pp. 43–45, 2021.

P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 4.0: Bergerak dari Tradisional ke Digital. Gramedia Pustaka Utama, 2019.

P. Pramesti, A. Dwijayanti, R. Komalasari, and Z. Munawar, “Transformasi Bisnis Digital UMKM Bola Ubi Kopong di Masa Pandemi Covid-19,” ATRABIS: Jurnal Administrasi Bisnis (e-Journal), vol. 7, no. 2, pp. 112–119, 2021.

A. Dudhat, N. P. L. Santoso, S. Santoso, and R. Setiawati, “Blockchain in Indonesia University: A Design Viewboard of Digital Technology Education,” Aptisi Transactions on Technopreneurship (ATT), vol. 3, no. 1, pp. 68–80, 2021.

L. Meria, Q. Aini, N. P. L. Santoso, U. Raharja, and S. Millah, “Management of Access Control for Decentralized Online Educations using Blockchain Technology,” in 2021 Sixth International Conference on Informatics and Computing (ICIC), 2021, pp. 1–6.

S. Guritno and U. Rahardja, Theory and Application of IT Research: Metodologi Penelitian Teknologi Informasi. Penerbit Andi, 2011.

S. Santoso, J. Kauf, and N. C. Aristo, “The Information System of Name Card Sales Based on Digital Marketing to Improve Creativepreneur on College E-Commerce Website,” Aptisi Transactions On Technopreneurship (ATT), vol. 1, no. 1, pp. 64–72, 2019.

R. Hardjosubroto, U. Raharja, N. Anggraini, and W. Yestina, “PENGGALANGAN DANA DIGITAL UNTUK YAYASAN DISABILITAS MELALUI PRODUK UMKM DI ERA 4.0,” ADI Pengabdian Kepada Masyarakat, vol. 1, no. 1, 2020.

N. A. Santoso and E. A. Nabila, “Social Media Factors and Teen Gadget Addiction Factors in Indonesia,” ADI Journal on Recent Innovation, vol. 3, no. 1, pp. 67–77, 2021.

“View of Pengabdian Kepada Masyarakat terhadap Potensi Coffee dalam mengembangkan Program UMKM.” https://ejournal.raharja.ac.id/index.php/urnity/article/view/1571/1060 (accessed Mar. 23, 2022).

Q. Aini, A. Alwiyah, and D. M. Putri, “Effectiveness of Installment Payment Management Using Recurring Scheduling to Cashier Performance,” Aptisi Transactions on Management (ATM), vol. 3, no. 1, pp. 13–21, 2019.

Issue

Vol. 1 No. 1 (2022): Startupreneur Business Digital (SABDA)

Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic

Corresponding Author(s) : Nesti Anggraini Santoso

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