Abstract
One of the impacts caused by the Covid-19 pandemic is the limited interaction of the community in various activities, including business activities, causing Indonesia to experience a 0.1% decline in economic growth in 2020, and more than 50% of Small and Medium Enterprises have become victims. However, the limited interaction in business activities is not a major problem for the millennial generation. They have sufficient skills and knowledge in utilizing technology to carry out their business activities. The method used today is marketing through digital content which is known as digital content marketing. Many business people have started to switch to modern marketing based on digital technology because it is considered more effective and can be done in various situations and conditions, including during the Covid-19 pandemic. This study aims to examine the role of digital content marketing towards the efforts made by millennial entrepreneurs in Kupang City during the Covid-19 pandemic. The method used in this research is descriptive qualitative in order to obtain data and facts related to the research problem directly. Through the results and discussion, it was concluded that digital content marketing plays an important role in creating cost-effective promotions, increasing sales, communication media and effective and up to date marketing information. Digital content marketing plays a role in building brand awareness and consumer loyalty, being a means of developing creativity and knowledge of business actors in utilizing technology for business, and creating competitive advantages for millennial entrepreneurs in Kupang City.
 Keywords: Digital Content Marketing, Entrepreneurship, Millennial Generation
Highlights
PENDAHULUAN Perkembangan teknologi digital menjadi kekuatan besar dalam mentransformasi aktivitas bisnis, khususnya pada proses marketing
This study aims to examine the role of digital content marketing towards the efforts made by millennial entrepreneurs in Kupang City during the Covid-19 pandemic
Dalam masa pandemi Covid-19, digital content marketing berperan penting bagi wirausaha milenial di kota Kupang untuk menciptakan efektifitas biaya promosi, meningkatkan penjualan, media komunikasi dan informasi pemasaran yang efektif dan up to date
Summary
Digital marketing adalah proses pemasaran menggunakan platform pada internet untuk menjangkau konsumen. Digital content marketing adalah cara paling efektif bagi pelaku bisnis online dalam mengembangkan bisnisnya dengan konten yang menarik, kemudian dipublikasi melalui media yang terhubung dengan internet, untuk berinteraksi dan menarik minat konsumen agar mengkonsumsi produk yang ditawarkan. Dengan memanfaatkan Content Marketing dalam melakukan pemasaran digital, pelaku usaha dapat melakukan promosi yang kreatif, inovatif dan menarik, yang disesuaikan dengan karakteristik konsumen, sehingga menarik minat mereka untuk melakukan pembelian. METODOLOGI PENELITIAN Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif agar diperoleh data dan fakta terkait permasalahan penelitian secara langsung sehingga mampu menjelaskan bagaimana peran digital content marketing terhadap wirausahawan milenial di kota Kupang dalam masa pandemi Covid-19. Informan dalam penelitian ini berjumlah 12 orang wirausaha di kota Kupang dengan kategori milenial, yang menjalankan bisnisnya dengan strategi digital content marketing
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