Strategi Pengembangan Usaha Kain Sasirangan dengan Pemanfaatan Platform Digital saat Pandemi Covid-19 di Kota Banjarmasin
Abstract
This Study aims to analyze the Sasirangan MSMEs Business development strategy in Banjarmasin City by utilizing digital platforms during the Covid-19 pandemic. The research method used is descriptive qualitative in the form of responses from sources and participants through interviews and questionnaires. The data analysis method used is the SWOT analysis technique. The result of this Study indicates that the condition of the survival of the Sasirangan MSMEs during the Covid-19 pandemic caused a drastic decrease in sales levels. However, market growth slowly began to increase from early 2020 to 2021. Next, the use of digital platforms by Sasirangan SMEs in Banjarmasin City is still not optimal, so a re-analysis is needed to apply digital-based sales. Based on calculations through the IFAS and IFAS matrices, it shows that the Sasirangan MSMEs are in quadrant I, so an SO strategy can be applied that can take advantage of the strength of the business to get the available opportunities by adding product variations with adjustment to consumer tastes and expanding the marketing network by digital-based media.References
A. Dindin. (2020). Strategi Pengembangan Kelembagaan UMKM (p. viii + 1-234). Bintang Pustaka Madani.
Alyas, & Rakib, M. (2017). Strategi Pengembangan Usaha Mikro, Kecil dan Menengah dalam Penguatan Ekonomi Kerakyatan (Studi Kasus pada Usaha Roti Maros di Kabupaten Maros) (Vol. 19, Issue 2).
Apriadi, D., & Saputra, A. Y. (2017). E-Commerce Berbasis Marketplace Dalam Upaya Mempersingkat Distribusi Penjualan Hasil Pertanian. Jurnal RESTI (Rekayasa Sistem Dan Teknologi Informasi), 1(2). https://doi.org/10.29207/resti.v1i2.36
Awali, H., & Rohmah, F. (2020). Urgensi Pemanfaatan E-Marketing Pada Keberlangsungan UMKM Di Kota Pekalongan Di Tengah Dampak Covid-19. BALANCA : Jurnal Ekonomi Dan Bisnis Islam, 2(1), 114. https://doi.org/10.35905/balanca.v2i1.1342
Badan Pusat Statistik. (2021). Kota Banjarmasin dalam Angka. Banjarmasin: Badan Pusat Statistik Kota Banjarmasin, 1434.
Bappenas. (2014). Laporan Analisis Daya Saing UMKM di Indonesia. Bappenas, 65.
David, F. ., & David, F. R. (2016). Manejemen Strategik: Suatu Pendekatan Keunggulan Bersaing (15th ed.). Salemba Empat.
Hadiyati, E., & Hendrasto, F. (2021). Entrepreneurial Marketing Strategy of Micro, Small and Medium Enterprises in Pandemic Covid-19 Era. International Journal of Economics and Business Administration, IX(2), 178191. https://doi.org/10.35808/ijeba/696
Hafsah, M. . J. (2004). Upaya pengembangan usaha, mikro, kecil, dan menengah UMKM. Jurnal Infoskop, 1(Upaya pengembangan umkm).
Hidayat, T. (2008). Panduan Membuat Toko Online dengan OSCommerce. Mediakita.
Kementrian Komunikasi dan Informasi. (2019). Perkembangan Ekonomi Digital di Indonesia: Strategi dan Sektor Potensial. 168.
Kotler, P., & Keller, K. L. (2016). Marketing Mangement. In Pearson Edition Limited.
Laudon, K. ., & Laudon, J. . (2017). Sistem Informasi Manajemen : Mengelola Perusahaan Digital (13th ed.). Salemba Empat.
Muttalib, A. (2017). Pola Pengembangan Usaha Mikro Kecil Dan Menengah (UMKM) Di Kota Mataram Tahun 2016. Jurnal Ilmu Sosial Dan Pendidikan, 1(2), 168178.
Rangkuti, F. (2013). Teknik Membedah Kasus Bisnis Analisis SWOT Cara Perhitungan Bobot, Rating, dan OCAI. In PT. Gramedia Pustaka Utama. Jakarta.
Rasul, G., Nepal, A. K., Hussain, A., Maharjan, A., Joshi, S., Lama, A., Gurung, P., Ahmad, F., Mishra, A., & Sharma, E. (2021). Socio-Economic Implications of COVID-19 Pandemic in South Asia: Emerging Risks and Growing Challenges. Frontiers in Sociology, 6, 1. https://doi.org/10.3389/fsoc.2021.629693
Sukirno, S. (2015). Mikroekonomi Teori Pengantar (3rd ed.). Rajawali Pers.
Sukirno, S. (2018). Ekonomi Pembangunan: Proses, Masalah, dan Dasar Kebijakan. In e-conversion - Proposal for a Cluster of Excellence.
Tapscott, D. (1997). Strategy in the new economy. In Strategy & Leadership. https://doi.org/10.1108/eb054601
Wijaya, P. (2021). Platform Adalah; Pengertian, Fungsi, dan Jenis Platform. Ukulele.Co.Nz. https://www.ukulele.co.nz/platform-adalah/#Digital_Platform
