MSME Strategy In Marketing Products In The Pandemi Of Covid-19 In The New Normal Era

Muh. Fahrurrozi, Mispandi Mispandi


This study aims to examine the product marketing strategies implemented by Micro, Small and Medium Enterprises (MSMEs) during the COVID-19 pandemic. The object of research is SMEs in East Lombok. The method used is a qualitative research method with a descriptive approach. Based on the results of the study obtained data that the business strategy in marketing its products is through social media, promotions, and giving discounts. The results of the study illustrate that the marketing strategy used by MSME actors in East Lombok can work by paying attention to consumer purchasing power during the COVID-19 pandemic. By using social media facilities, the funds needed by small business actors have an impact on increasing MSME income. The role of the government and banks is very important, especially related to training in the use of information technology so that small business products can survive in the midst of the COVID-19 pandemic


Covid-19; MSME Strategy; Product Marketing

Full Text:




Ahmed, J. U.-D., & Rashid, M. D. A. (2014). Micro, Small and Medium Enterprises (Msmes) in India: Institutional Framework, Problems and Policies.

Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287.

Beugré, C. (2016). Social Entrepreneurship:Managing the Creation of Social Value. Taylor & Francis.

Biazzo, S., & Filippini, R. (2021). Product Innovation and Business Models. In Management for Professionals (pp. 177–194).

Camacho, L. J., Ramírez-Correa, P. E., & Salazar-Concha, C. (2022). Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic. Sustainability, 14(1), 348.

Camilla Bond, Carla Ferraro, Sandra Luxton, S. S. (2010). Page 1 of 9 ANZMAC 2010. 1–7.

Chinara, M., & Rout, H. S. (2017). Micro, Small and Medium Enterprises (MSMEs) in Emerging India.

Church, J. (n.d.). Comparing the Consumer Price Index with the gross domestic product price index and gross domestic product implicit price deflator. In Monthly Labor Review. 2016.

Clare, L., Martyr, A., Gamble, L. D., Pentecost, C., Collins, R., Dawson, E., Hunt, A., Parker, S., Allan, L., Burns, A., Hillman, A., Litherland, R., Quinn, C., Matthews, F. E., & Victor, C. (2021). Impact of COVID-19 on “Living Well” with Mild-to-Moderate Dementia in the Community: Findings from the IDEAL Cohort. Journal of Alzheimer’s Disease: JAD.

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39.

Duhaime, I. M., Hitt, M. A., & Lyles, M. A. (2021). Strategic Management: State of the Field and Its Future. Oxford University Press.

Elhajjar, S. (2022). An Investigation of Consumers’ Negative Attitudes Towards Banks. Corporate Reputation Review, 1–10.

Fahrurrozi, M. (2023). MSME Balance Sheet in Strengthening Capacity Building and Trust Access to Capital. International Journal of Economics, Business and Innovation Research, 2(02), 247–255.

Gräf, H. (1999). Online-Marketing: Charakteristika und Anforderungen. In Online Marketing (pp. 41–156).

Hastuti, S. (2021). Penerapan Cost Reduction Strategies Di Masa Pandemi Covid-19 Pada Usaha Kecil Menengah (UMKM) Kota Bogor (Studi pada Anggota UMKM di Komunitas Kefir Bogor). Jurnal Lentera Bisnis, 10(1), 78.

Holl, G. (2011). Product line bundles to support product derivation in multi product lines. In Proceedings of the 15th International Software Product Line Conference on - SPLC ’11.

Janal, D. S. (1995). Online Marketing Handbook: How to Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and Commercial Online Systems. Van Nostrand Reinhold Company.

Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563–572.

Mallya, P. D., & D’Silva, R. (2020). Impact Of Covid – 19 Crisis On The Global Economy And Other Sectors Worldwide. Idea Publishing.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.

Manyanga, D., Masvikeni, B., Kuloba, M., Byabamazima, C., & Daniel, F. (2021). Early effects of the COVID-19 pandemic on the acute flaccid paralysis surveillance in East and Southern African countries. The Pan African Medical Journal, 39, 147.

Nurbudiyani, I., Sonedi, S., Suyati, E. S., & Pratama, M. R. F. (2019). Development of Micro, Small and Medium Enterprises Rattan Woven Crafts in Central Kalimantan, Indonesia. Anterior Jurnal, 18(2), 132–142.

Oecd, & O. (2019). Gross domestic product, price indices.

Pahrudin, P., Liu, L.-W., Li, S.-Y., Fahrurrozi, M., & Ali, M. (2022). Investigating the COVID-19 outbreak and tourism sector for future research agenda: a bibliometric analysis approach. Geo Journal of Tourism and Geosites, 42, 824–831.

Quan, L., Al-Ansi, A., & Han, H. (2022). Assessing customer financial risk perception and attitude in the hotel industry: Exploring the role of protective measures against COVID-19. International Journal of Hospitality Management, 101, 103123.

Redjeki, F., & Affandi, A. (2021). Utilization of Digital Marketing for MSME Players as Value Creation for Customers during the COVID-19 Pandemic. International Journal of Science and Society, 3(1), 40–55.

Rosmadi, M. L. N. (2021). Penerapan Strategi Bisnis di Masa Pandemi Covid-19 Jurnal IKRA-ITH Ekonomika Vol 4 No 1 Bulan Maret 2021. Jurnal IKRA-ITH Ekonomika, 4(1), 122–127.

Saharuddin, A., Wijaya, T., Elihami, E., & Ibrahim, I. (2019). Literation of Education and Innovation Business Engineering Technology. Ummaspul.E-Journal.Id, 1, 1–8.

Setyoko, P. I., & Kurniasih, D. (2022). Impact of the Covid 19 Pandemic on Small and Medium Enterprises (SMEs) Performance: A Qualitative Study in Indonesia. Journal of Industrial Engineering & Management Research, 3(3), 315–324.

Shi, T., Huang, R., & Sarigöllü, E. (2021). Consumer product use behavior throughout the product lifespan: A literature review and research agenda. Journal of Environmental Management, 302(Pt B), 114114.

Singhal, N., Chawla, A., Bansal, A., Sachdeva, G., Sah, I., Bajaj, M., … Katiyar, S. (2021). SOCIAL MEDIA MARKETING : PROSPECTS FOR. 13(4), 1–12.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Suswanto, P., & Setiawati, S. D. (2020). Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia. Jurnal Ilmu Komunikasi, 3(2), 16–29.

Umar, Z., Gubareva, M., Tran, D. K., & Teplova, T. (2021). Impact of the Covid-19 induced panic on the Environmental, Social and Governance leaders equity volatility: A time-frequency analysis. Research in International Business and Finance, 58, 101493.

Wei, J. (2007a). Product Development to Business. In Product Engineering.

Wei, J. (2007b). Product Exploration and Discovery. In Product Engineering.

Yankova, I., & Ozuem, W. (2014). Social media and its implications for marketing communications. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, (2009), 252–270.



  • There are currently no refbacks.

Copyright (c) 2023 JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

JPEK Stats

JPEK (Jurnal Pedidikan Ekonomi dan Kewirausahaan)

Universitas Hamzanwadi
TGKH. Muhammad Zainuddin Abdul Majid No. 132 Pancor, Selong Lombok Timur, Nusa Tenggara Barat, KP. 83612