Mix Mobilization Model as A New Marketing Strategy in the Pandemic Era

Abstract

The crisis due to the Covid-19 pandemic should be able become the momentum for the Indonesian people to make changes. Mainly by developing new habits that are in line with technological advances. The Covid-19 pandemic must be seen as an opportunity so that the Indonesian economy is more globally competitive with the demands of technological progress. The Covid-19 pandemic has made Indonesians master virtual learning as well as running an online business. Learning online and running a business also digitally. Social media has emerged as the dominant digital media platform in contemporary society. The rapid development of social media has driven changes in the way people interact. The use of social media has a huge influence on public relations, marketing. Therefore, the concept of mobilization is their strategy to reach consumers with an increasingly networked platform, (Pradhan & Kumar, 2015). With the use of social media as a new marketing tool that helps consumers to get information and interact with others on the Web. The concept of online mobilization mix, which is abbreviated as SHARE, is storytelling, hype, actionable, relevant, and emotional. In the new model of the business world, entrepreneurs are asked to ride the tide, not against it, as today, many startups can take advantage of successful unicons by intelligently mobilizing their business to netizens to promote their business Implementation of Mobilization and Orchestration strategies, by mobilizing the use of technology to match supply with the demand for various agricultural products more optimally from the farmers. In the hyperconnected era, extraordinary greatness is no longer required, but sufficient mobilization skills (Online Mobilization Mix, SHARE, which is sufficient to mobilize). Based on the results obtained, it can be explained that the R-Square effect value is 0.791, meaning that the orchestration variable can explain the Mix Mobilization Model of 79.1%, and the remaining 20.9% is influenced by other variables not included in this study