Formulation of the MSMEs Marketing Recovery Strategy in the New Normal Post Covid

Musnaini, Musnaini and Fazri, Andang and Hendriyaldi, Hendriyaldi and Sari, Yuhanna and Ponglabba, Flowrrenza and Teresha, Chaterina and Irsyad, Muhammad and Nurjana, Nurjana (2023) Formulation of the MSMEs Marketing Recovery Strategy in the New Normal Post Covid. ASEAN Entrepreneurship Journal (AEJ), 9 (1). pp. 1-9. ISSN 2637-0301

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Abstract

This study aims to create a strategic model for the restoration of the marketing of Micro, Small and Medium Enterprises (MSMEs). The focus of the presentation of the results of the analysis is related to the antecedents of the marketing strategy for the marketing recovery of MSMEs in the creative economy sector in the new normal era after Covid 19. This marketing strategy formulation model uses partial and simultaneous approaches between antecedents of product innovation and Electronic Word of Mouth towards MSME marketing recovery. This research design uses a quantitative explanatory method, data collection using a questionnaire filled out by 395 respondents with convenience sampling techniques, and data analysis using multiple linear regression models processed with SPSS.22 software. The results of the analysis prove that MSME marketing recovery can be done by changing marketing strategies related to promotion using Electronic Word of Mouth (e-WoM) and certain product innovations. However, the dominant role for marketing recovery strategies is more optimal for product innovation than e-WoM. But proving the hypothesis that e�WOM is a key strategy hasnot been accomplished. So suggestions for future research should include developing models using digital marketing strategy variables.

Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Musnaini
Date Deposited: 11 May 2023 04:43
Last Modified: 11 May 2023 04:43
URI: https://repository.unja.ac.id/id/eprint/48261

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