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Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Article . 2023 . Peer-reviewed
License: CC BY
Data sources: Crossref
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Implementasi Entrepreneurial Marketing dalam Mempertahankan Usaha Mikro, Kecil, dan Menengah pada Usaha Bakulanvia di Masa Pandemi

Authors: Rahmanisa Rahmanisa; Onny Fitriana Sitorus;

Implementasi Entrepreneurial Marketing dalam Mempertahankan Usaha Mikro, Kecil, dan Menengah pada Usaha Bakulanvia di Masa Pandemi

Abstract

<em>The Creative Economy Agency noted that in 2020 around 60% of MSMEs in the culinary sector in Indonesia were affected by the Covid-19 pandemic which made the wheels of the business economy temporarily stop. On the other hand, some MSMEs can still survive and rise ready to live the new normal even though they have been hit by a pandemic. The purpose of this study is to find out how the implementation of Entrepreneurial Marketing in maintaining Micro, Small, and Medium Enterprises (MSMEs) during the pandemic. This research uses a descriptive qualitative approach. The data source was taken using purposive sampling techniques. Data collection uses active participative observation techniques, semi-structured interviews, and document studies. Data validation using source triangulation and techniques. Data analysis techniques are carried out using the constant comparative method. The results showed that Bakulanvia business people implemented entrepreneurial marketing which was reviewed through an opportunity focused on the implementation of joining Jakpreneur and expanding relationships. Innovation-oriented is by innovating attractive packaging different from others. Value Creation is through satisfaction and customer input suggestions that are constructive. Calculated risk-taking is by making strategies through promos and utilizing social media. Research limitations and suggestions for subsequent research are provided.</em>

Keywords

General Medicine

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    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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