Sme’s Strategy in Creating Sustainable Business During Covid-19 Towards the New Normal Era Based on Marketing Mix Perspective

Abstract

Micro, Small and Medium Businesses play an important role in developing the country's economy, Indonesia being no exception. The growth of micro small and medium enterprises is a potential economic booster that deserves the attention of various parties. The existence of the Covid-19 pandemic necessitates creativity on the part of SMEs in running their business. MSMEs can no longer rely on out-dated methods, particularly considering current technological advancements that demand changes to take place. One alternative strategy is to implement the 7P Marketing Mix model. This study uses a qualitative research method with a descriptive approach combined with the 7P Marketing Mix instrument. Data are collected through questionnaires containing the Marketing Mix parameters. A sample of 120 micro and small business operators in Yogyakarta Special Region are selected through purposive sampling. Data analysis consists of data transcription, reduction, coding and categorization, after which a conclusion is drawn. This study aims to formulate a marketing mix strategy that can be applied by businesses in the face of the Covid-19 pandemic towards a new normal era. Based on the data analysis previously described, it can be concluded that the 7P Marketing Mix strategy (product, price, place, promotion, process, people, and physical evidence) has not been fully applied by business operators in Yogyakarta. This finding signals the need for improvements in order to create a good and sustainablebusiness. Keywords—7P Marketing Mix, Micro Medium &Small Businesses, Covid-19