Strategi Pemasaran UMKM dengan memahami Perilaku Konsumen dalam Menghadapi Pandemi Covid-19
DOI:
https://doi.org/10.2222/hexhrz49Keywords:
Pemasaran, UMKM, Perilaku Konsumen, PandemiAbstract
Pandemi Covid-19 telah membawa tantangan besar bagi sektor UMKM di Indonesia, terutama akibat penurunan konsumsi masyarakat yang disebabkan oleh berbagai kebijakan seperti PSBB, physical distancing, dan work from home. Penurunan ini mengancam resesi dan krisis ekonomi, baik di tingkat nasional maupun global, yang mempengaruhi perilaku konsumen untuk lebih rasional dan efisien dalam pengeluaran mereka. Dalam kondisi ini, UMKM yang umumnya memiliki keterbatasan sumber daya dan keuangan, menghadapi tekanan untuk mempertahankan operasional bisnisnya meskipun pendapatan menurun. Oleh karena itu, pemasaran menjadi elemen kunci untuk menjaga keberlangsungan bisnis UMKM selama pandemi. Artikel ini menekankan pentingnya memahami perilaku konsumen dalam merancang strategi pemasaran yang efektif bagi UMKM. Strategi pemasaran taktis melalui marketing mix menjadi langkah yang disarankan, dengan fokus pada empat elemen utama: (1) mempertahankan advertising meski dalam masa krisis untuk menjaga brand awareness dan meningkatkan market share, (2) stabilitas harga untuk menjaga profitabilitas dan citra produk, (3) melakukan R&D produk untuk meningkatkan kapabilitas dan daya saing, serta (4) evaluasi dan optimalisasi saluran distribusi agar lebih efisien. Penerapan strategi yang disesuaikan dengan kondisi dan kebutuhan pasar saat krisis ini diharapkan dapat membantu UMKM bertahan dan bahkan tumbuh di masa pandemi.
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