MODEL STRATEGI PEMASARAN DIGITAL PRODUK UKM TEMANGGUNG PADA ERA PANDEMI COVID-19

Abstract

The Covid-19 pandemic and advances in internet technology have led to changes in people's behavior, new lifestyles when shopping shifts to digital transactions. The problem in this research is how to design a digital marketing strategy model for Temanggung SMEs in the era of the Covid-19 pandemic. The purpose of this research is to design a digital marketing strategy model for Temanggung SMEs in the era of the Covid-19 pandemic. The specific target of this research is to produce scientific publication documents, presenters in scientific meetings, digital marketing strategy model for SME products, textbooks (ISBN), design module for the Temanggung SME digital product marketing strategy model. The method used in this research is a survey method. Respondents consist of owners and managers of SMEs Temanggung whose products have been included in exhibitions at the national, provincial, city and district levels. Primary data that has been collected through a questionnaire is used to design a digital marketing strategy model for Temanggung SMEs in the era of the Covid-19 pandemic. Regression analysis is used to design the Digital Marketing Strategy Model. From this study it was concluded that the digital marketing strategy consists of three stages, namely attracting customer attention, inviting customers to communicate, and pleasing customers.