Abstract
The COVID-19 pandemic has had a very bad impact and decreased income in the Micro, Small, and Medium Enterprises (MSME) sector. An effort is needed that can increase the marketing of MSME products that are in accordance with consumer conditions. There are still many MSME actors who market their products in stores and in the market which are not in accordance with the conditions in the field. Continuous training and assistance are needed in introducing a marketing system that is in accordance with the conditions of the times. One of them is marketing using online media. Based on these circumstances, this study aims to determine efforts to increase the marketing of MSME commodities in Tasikmalaya Regency during the Covid-19 pandemic through training and mentoring programs. The method used in this research is descriptive quantitative. The data used were obtained from interviews with the help of a questionnaire given to MSME actors. Based on the results obtained, the use of online media in marketing MSME products was 19%. From the results of the analysis, it is found that the level of ability to use digital technology is 26%, which means that there are still many MSME actors who do not understand using digital technology, especially in creating online stores. Therefore, continuous training and assistance are needed in improving the understanding of MSME actors and keeping up with the times.
Highlights
The COVID-19 pandemic that has occurred since the beginning of 2020 has caused an economic crisis that has an impact on various sectors of the national economy (Hasan et al, 2021; Patria, 2021; Munandar et al, 2020)
Departing from the explanation above, this study aims to discuss efforts to improve the marketing of the competencies of MSME actors in Tasikmalaya Regency after the Covid-19 pandemic through training programs
Based on the results of the research conducted, it appears that there are 2 important variables that can describe how MSME actors market their products during a pandemic
Summary
The COVID-19 pandemic that has occurred since the beginning of 2020 has caused an economic crisis that has an impact on various sectors of the national economy (Hasan et al, 2021; Patria, 2021; Munandar et al, 2020). The informal sector, Micro, Small and Medium Enterprises (MSMEs), is the affected party (Bahtiar, 2021; Fijay et al, 2021; Andriyani et al, 2021). Based on data from the Central Statistics Agency (BPS) recorded at least around 84% of Micro and Small Enterprises. The COVID-19 pandemic has had a negative impact on MSMEs. According to the data released by the Insight Center (KIC), the majority of MSMEs (82.9%) felt the negative impact of this pandemic and only a small portion (5.9%) experienced positive growth
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