JOSR: Journal of Social Research

January 2022, 1(2), 110-116

p-ISSN: 2827-9832 e-ISSN: 2828-335x

Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr

http://ijsr.internationaljournallabs.com/index.php/ijsr

MSME SALES MARKETING STRATEGY IN THE PETISAH MARKET

IN THE TIME OF COVID 19

Suhairi

, Amelia Padillah Siregar

, Bunga Mawar

, Mela Devita

, Taufik Hidayat

Universitas Islam Negeri Sumatera Utara

suhairi@uinsu.ac.id

, ameliapadillah2001@gmail.com

bungamawarmawar38@gmail.com

, meladevitaa@gmail.com

taufikhidayatinst@gmail.com

Abstrak (Indonesian)

Received: January 1

2022

Revised : January 10

2022

Accepted: January 15

2022

Latar Belakang: Pasar Petisah UMKM berjuang untuk lebih

memperhatikan persaingan di dunia usaha, baik di dalam

negeri maupun UMKM Pasar Petisah harus memperhatikan

permasalahan utama yaitu pemasaran. Dalam melakukan

pemasaran yang baik, produsen harus mengetahui terlebih

dahulu apa kebutuhan dan keinginan konsumen, sehingga

produk yang akan ditawarkan sesuai dengan keinginan

konsumen.

Tujuan: Penelitian ini bertujuan untuk mengetahui Strategi

Pemasaran Penjualan UMKM Di Pasar Petisah Di Masa Covid

19.

Metode: Metodologi penelitian yang digunakan adalah

kualitatif pendekatan penelitian kualitatif adalah penelitian

yang menyajikan serta data berdasarkan hasil dari dokumentasi

yang dapat memberikan gambaran yang jelas atas objek yang

diteliti, untuk kemudian di proses dan di analisis untuk

kemudian menarik kesimpulan. Metode analisis data yang

digunakan adalah kualitatif dimana data yang digunakan dalam

penelitian menjelaskan suatu objek atau fenomena berdasarkan

hal-hal yang umumnya tidak dapat dihitung menggunakan data

dokumentasi, studi literature, dan data sekunder.

Hasil: Semakin berkembangnya dunia usaha saat ini, umkm

dituntut untuk lebih memperhatikan persaingan-persaingan

dalam dunia usaha baik didalam negeri maupun diluar negeri.

Jika UMKM ingin tetap bersaing dengan perusahaan-

perusahaan lain, maka UMKM harus memperhatikan masalah

pokok yaitu pemasaran.

Kesimpulan: Strategi Pemasaran Produk Di Saat Masa

Pandemi Covid-19 Yang Efektif yaitu menawarkan layanan

atau produk kepada pelanggan yang membutuhkan bantuan,

menggunakan alat yang tepat, dimaksimalkan dapat berupa

fitur lama atau fitur baru yang sesuai dengan kebutuhan

Suhairi, Amelia Padillah Siregar, Bunga Mawar, Mela Devita, Taufik Hidayat / JOSR: Journal of

Social Research, 1(2), 110-116

MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 111

masyarakat atau pelanggan, menghindari segala kesan negatif

yang dapat merusak usaha.

Kata kunci: Pemasaran; UMKM; Pasar Petisah; Masa Covid-

Abstract (English)

Background: MSME Market Petisah struggles to pay more

attention to competition in the business world, both

domestically and MSME Market Petisah must pay attention

to the main problem, namely marketing. In doing good

marketing, producers must know in advance what the needs

and desires of consumers are, so that the products that will be

offered are in accordance with the wishes of consumers.

Objective: This study aims to determine the MSME Marketing

Strategy in the Petisah Market During the Covid 19 Period.

Methods: The methodology used is a qualitative approach,

which is a research that presents data based on the results of

documentation that can provide a clear picture of the object

given, to then describe the process and analyze it for later

draw a conclusion. The data analysis method used is

qualitative where the data used in the study describes an

object or phenomenon based on things that generally cannot

be calculated using data documentation, literature studies,

and secondary data.

Results: With the development of the business world today,

SMEs struggle to pay more attention to competition in the

business world, both domestically and abroad. If MSMEs

want to remain competitive with other companies, MSMEs

must pay attention to the main problem, namely marketing.

Conslusion: Effective Product Marketing Strategy During the

Covid-19 Pandemic Period, namely: offering services or

products to customers who need assistance, using the right

tools, maximizing old features or new features that suit the

needs of the community or customers, avoiding all negative

impressions can ruin a business.

Keywords: Marketing; MSMEs; Petisah Market; Covid-19

Period

*Correspondent Author : Suhairi

Email : suhairi@uinsu.ac.id

Suhairi, Amelia Padillah Siregar, Bunga Mawar, Mela Devita, Taufik Hidayat / JOSR: Journal of

Social Research, 1(2), 110-116

MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 112

INTRODUCTION

MSME Market Petisah struggles to pay more attention to competition in the

business world, both domestically and MSME Market Petisah must pay attention to the

main problem, namely marketing. In doing good marketing, producers must know in

advance what the needs and desires of consumers are, so that the products that will be

offered are in accordance with the wishes of consumers. So to maintain the survival of the

company, especially in carrying out business activities for profit, the company tries to

improve and adjust its marketing strategy to increase sales (Juliana, Fatimah, & Apriliyanti,

2018).

Strategic planning is a system management process, which is defined as the

decision- making process of the plans to be implemented by the organization, and the

estimation of resources to be allocated for a certain period of time. every plan. next year

(dan Govindarajan, 2005).

The marketing mix is a combination of variables or activities that form the core of

the marketing system. These variables can be controlled by a company to influence

consumers in its target market. The combination of variables or marketing is the core of

the marketing system. There are at least 4 marketing activities which are also known as the

marketing mix. The marketing mix consists of 4 components, namely:

A product is anything that is offered to the public to be seen, held, purchased or

consumed.

Price is the amount that consumers have to pay to buy the product or change

ownership of the product.

Places are various activities carried out by companies to make products

produced/sold at a reasonable price and available for use in the target market.

Promotion is a variety of company activities to convey and introduce products to the

target market.

Marketing strategy is a strategy that serves the market or market segment targeted

by entrepreneurs, low sales are determined by the inappropriate marketing strategy applied

by the company to achieve organizational goals. increase. With the applicable marketing

strategy, the company can successfully market its products

MSMEs are independent and productive business units, run by individuals or

entities in all economic sectors. As a general rule, the difference between micro enterprises

(UMI), small and medium enterprises (UK), small and medium enterprises (UM), and large

enterprises (UB) is basically the initial asset value (excluding land and buildings) and the

average flat. annual sales. based on. Or the number of permanent employees. However, the

definition of MSMEs based on these three measuring tools varies in each country.

Therefore, it is difficult to compare the importance or role of small, medium and micro

enterprises between countries (Tambunan, 2011).

Strategy comes from the Greek strategy which means general. Therefore, the word

strategy literally means "art and general". This term refers to the primary concern of the

top management of the organization. Specifically, strategy is the placement of the

company's mission, which sets organizational goals by binding external and internal forces,

formulating specific policies and strategies for the purpose and ensuring their correct

implementation, so as to achieve the main goals and objectives of the organization

(Tjiptono, 2008). Strategy is the overall method of handling ideas, planning and

implementing an activity. A good strategy has the theme of coordinating the work team

and determining supporting factors in accordance with the implementation of rational

ideas, financing efficiency, and tactical principles to achieve goals effectively (Fitriyani,

Sudiyarti, & Fietroh, 2020).

Marketing strategy according to Kotler (Kotler et al., 2012) is a marketing logic

that wants companies to create value for their customers and enable them to have profitable

Suhairi, Amelia Padillah Siregar, Bunga Mawar, Mela Devita, Taufik Hidayat / JOSR: Journal of

Social Research, 1(2), 110-116

MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 113

relationships with them. A marketing strategy is a plan that shows the company's

expectations regarding the impact of various marketing activities or programs on the

demand for a product or product line in a particular target market.

MSME Pasar Petisah can use two or more marketing programs simultaneously

because each type of program such as advertising, sales promotion, personal selling,

customer or product development has a different impact on demand. Therefore, what is

needed is a mechanism that allows marketing programs to be coordinated and integrated

synergistically. This mechanism is known as a marketing strategy. In general, the best

marketing opportunities come from increased demand, while the best opportunities for

growth come from the efforts offered by selection (Kotler et al., 2012).

According to Assauri (2012), strategy is a set of goals and policy rules that are

given to the company from time to time and set goals at all levels, especially as the

company's marketing objectives when facing environmental and competitive conditions.

It's always changing (Assauri, 2003).

From these four points, it can be seen that the marketing strategy can be said to

determine the target market by analyzing changing market opportunities. All financial

goals will depend heavily on the level of sales, which is usually an estimate of the

company's revenue. The marketing strategy formulated and executed by the company has

several functions, namely:

Form consumer groups strategically, rationally, and with complete information

Prioritizing the needs of current and future consumers and potential customers

Creating products that can meet consumer needs appropriately and usefully,

and can differentiate the company from competitors.

Communicating and delivering products to the target market;

Lead the entire marketing staff to become a team of disciplined, potential and

experienced staff.

METHOD

This research is included in qualitative research with a case study approach. The

data obtained in this study are qualitative data collected through in-depth interviews,

observation, and documentation. Informants were taken using purposive sampling and

snowballing techniques. The source of the data comes from the Petisah Market MSME

informants who trade food or beverages and the other number is 7 people. The informant

has been trading on Pasar Petisah street for approximately 6 years as his main job. data

validity using source triangulation. This data analysis uses the Interactive Analysis Model

from Milles and Hubberman, namely through data reduction, data presentation, as well as

withdrawal and leverage. As for the validity of the data using source triangulation.

The qualitative research method is a research method based on the philosophy of

positivism, used to examine the condition of natural objects, where the researcher is the

key instrument, the sampling of data sources is done purposively and snowball, the data

collection technique is triangulation, the data analysis is inductive/qualitative and the

results research emphasizes meaning rather than generalization (Sugiyono, 2017)

RESULT AND DISCUSSION

Marketing Promotion Strategy

To bring the company's products to market, various methods or strategies are

needed so that these products are known, tried, and trusted, so that they become consumers

Suhairi, Amelia Padillah Siregar, Bunga Mawar, Mela Devita, Taufik Hidayat / JOSR: Journal of

Social Research, 1(2), 110-116

MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 114

who need them, even if consumers do not want to use other products or have product

development. this. In general, there are 3 important strategies in marketing, including:

1) Market modification: This is an effort to find new buyers for the company. This

can be done in various ways, including:

a. Look for new markets and market segments.

b. Positioning the brand to achieve greater sales

2) Product modification: This is achieved by changing product characteristics that can

attract new buyers. Possible methods include.

a. Improve product quality in terms of durability, purity, strength, etc. If the quality

of the product is indeed improved, consumers know and believe in quality

improvement, and consumers are interested in the improvements made, then this

effort will be successful.

b. Side fix. This is achieved by adding functionality and security to the product.

c. repair mode. Improve the appearance or style of the goods or products produced

Change the marketing mix

Change elements to drive sales. Ways that can be done include:

1) Lowering prices to attract new market segments.

2) Carry out more attractive advertising and promotion activities.

3) Shifting distribution channels with higher profits or higher production volumes.

From the perspective of the third strategy, promotion is included in the revised

marketing mix. In economics and marketing, promotion is one way to improve product

marketing by introducing products to consumers.

Marketing

According to Kotler and Armstrong (2014: 77), promotion is an activity that

conveys the advantages of a product and persuades customers to buy the product.

Therefore, promotion is a company activity to directly or indirectly communicate, persuade

and remind consumers about the product or service (Veronica, 2019).

Marketing Mix

The marketing mix is a variable that the company uses as a means to satisfy or

serve the needs and wants of consumers. The variables in question are product, price,

distribution, and promotion. These four elements determine the direction of a company's

marketing strategy. Strategy is a long-term plan that is used as a guide for staff marketing

activities. According to Sumarmi and Soprihanto (2010), "Marketing mix is a combination

of variables or actions that form the core of a marketing system, namely product, price,

promotion, and distribution. In other words, the marketing mix is a collection of variables

that companies can use to influence consumer responses (Fitria, 2019).

1) Product: A product is anything that can be offered in a market to attract attention,

demand, use or consumption. Products are always presented not only in the form

of goods, but also in the form of services or a combination thereof (goods and

services). According to Herri (Podgorecki, Welan, & Aksara, 2010), a product is

anything that can be offered to the market to be noticed, owned, used or consumed

to satisfy wants and needs.

2) Price: Price is a unit of currency or other measure (including other goods and

services) exchanged for ownership or usufructuary rights of goods or services

(Tjiptono, 2008). In the pricing policy, management must determine the cost of the

product, then determine matters relating to price, employee compensation, and

other matters related to price.

3) Promotion: Promotion is all forms of product offerings that are sold by informing,

persuading, and reminding consumers to obtain purchases or use feedback. But

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MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 115

when one examines it more deeply in its own promotions, it is rarely due to a

purchase, or is unaffected by the product, price, financing, and other aspects of

marketing.

4) Location:; Location refers to various marketing activities to speed up and facilitate

the delivery or delivery of goods and services from producers to consumers.

Customer Satisfaction Strategy

In order for a company to succeed in the competition, the condition that must be

met is trying to achieve its goals by creating and retaining customers. To achieve this goal,

every company must work hard to promote products and services that can meet the needs

and desires of consumers or customers, so as to achieve customer satisfaction beyond that

provided by competitors.

Effective product marketing strategies at the Petisah Market during the Covid-19

pandemic, namely:

1) Don't just sell, help support marketing strategies during the pandemic.

Occasionally try to provide a service or product to a customer who needs help.

2) Product marketing strategy during the Covid-19 pandemic: use topics and

keywords for precise positioning.

With the right tools, you can analyze online data to determine who is reading

content about the Corona Virus and what type of content they are reading. They can then

group together the topics or keywords they are interested in so that your business can

provide the right content that fits their current needs.

1) Product marketing strategy during the pandemic through online applications and

content. The advanced features can be old or new depending on the client's

requirements.

2) In your marketing strategy during the pandemic, ensure product safety is

demonstrated during the advertising campaign the impact of any negative

experiences that can harm the business brand and can also provide videos to

customers on how to ensure product safety and quality assurance.

3) This will help them believe that you are indeed proposing any proposal for Covid-

19.

4) Product marketing strategy during the Covid-19 pandemic using various media.

Provides information about the estimated delivery time.

Create a Relevant Product Marketing Strategy

With the coronavirus crisis in mind, a product marketing strategy can also include

keywords and situational visuals in your marketing campaigns to attract attention.

CONCLUSION

The use of social capital as a marketing method during the Covid-19 pandemic

makes a lot of sense considering the current pandemic conditions. Individuals in Pasar

Petisah MSMEs can only make online transactions via WhatsApp messages or phone calls

with approved economic operators. Trust and a sense of family are the determining factors

for the success of this marketing system. Effective product marketing strategies during the

Covid-19 pandemic, namely:

1) Don't just sell, help support marketing strategies during the covid 19 period

2) Product marketing strategy during the Covid-19 pandemic: use topics and

keywords for precise positioning.

3) Product marketing strategy during the pandemic through online applications

and content.

Suhairi, Amelia Padillah Siregar, Bunga Mawar, Mela Devita, Taufik Hidayat / JOSR: Journal of

Social Research, 1(2), 110-116

MSME Sales Marketing Strategy in the Petisah Market in the Time of Covid 19 116

4) In the marketing strategy during the pandemic, ensure that product safety is

demonstrated during the advertising campaign the impact of any negative

experiences that can harm the business brand and can also provide videos to

customers on how to ensure product safety and quality assurance.

5) This will help them believe that you are indeed proposing any proposal for

Covid-19.

6) Product marketing strategy during the Covid-19 pandemic using various

media.

7) Create a relevant product marketing strategy

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terms and conditions of the Creative Commons Attribution (CC BY SA)

license (https://creativecommons.org/licenses/by-sa/4.0/).