The utilization of digital marketing facing new normals and new consumer behaviors in the COVID-19 pandemic for conventional business players (Umkm) in Indonesia

One of the problems with the low competitiveness of traditional business actors (UMKM) is the limited ability of business actors in marketing. This study aims to provide knowledge of marketing strategies by utilizing information technology through digital marketing in helping the economics of macro, small and medium enterprises (UMKM) in the era of the COVID-19 pandemic. Bandung district, West Java province. Besides, this study aims to optimize the micro, small, and medium business group of garment and sponge sandals which are constrained by marketing and sales as well as the impact of the pandemic Corona Virus Disease (Covid-19). Helping to increase the marginal profit of their business by expanding (expansion) marketing and sales via virtual online. The role of marketing today is not only to deliver the product or service to the hands of consumers but also how the product or service can provide satisfaction to customers by generating profit. Apart from having a role, marketing also has goals related to long-term marketing goals. The goal of marketing is to attract new customers by promising superior value, set attractive prices, distribute products easily, promote effectively and retain existing customers while maintaining the principles of customer satisfaction. Currently, the marketing of a product is supported by internet technology which can expand marketing so that it is expected to be able to reach the widest possible consumer by increasing marginal profit and reducing operational costs so that it can provide competitive prices.