Effect Of E-Marketing Implementation And Competitiveness On Msme Business Revenue In Economic Recovery In The Middle Of The Covid 19 Pandemic (Case Study Of Msmes In Medan City)

Abstract

Micro, Small and Medium Enterprises have a large enough role for the welfare of the community. The existence of economic turmoil during the current Covid-19 pandemic, the conditions of large-scale social restrictions and the imposition of Community Activity Restrictions (PPKM) imposed by the government require business actors to adapt in reaching consumers quickly and consistently. Various marketing communication platforms in online form are a solution for business actors, including small and medium-scale businesses and individuals. The new norm for business people to be technology literate requires business actors to be able to quickly adapt to new norms that involve technology as a tool to carry out the marketing process. The problem is that there are still many MSME actors who are constrained by the lack of e-marketing knowledge and competitiveness. The use of e-marketing and competitiveness is still not maximized and MSME income has decreased since the Covid 19 Pandemic. The purpose of the study is to analyze the effect of e-marketing implementation and competitiveness on MSME business income in economic recovery in the midst of the COVID-19 pandemic (case study of MSMEs in Medan City). The analytical method of this research is descriptive quantitative research. This research uses data analysis with Partial Least Square (PLS) approach. The results of the study show that there is a positive and significant impact on the implementation of e-marketing and competitiveness on MSME business revenues in economic recovery in the midst of the COVID-19 pandemic (case study of MSMEs in Medan City).