Pemasaran Produk Kecantikan Melalui Digital Marketing Pada Saat Pandemi Covid 19 (Studi Kasus: UMKM UD. Bungan Jepun)

  This study was motivated by the effects of the covid 19 pandemic in which it caused UMKM UD. Bungan Jepun suffered a severe economic crisis. To overcome this, UMKM UD. Bungan Jepun implements digital marketing as a marketing medium for beauty products. This study was aimed to determine the implementation of digital marketing, to find out what are the most dominant variables that affect marketing of beauty product and to find out what digital marketing variables affect the marketing effectiveness of UMKM UD. Bungan Jepun. The number of respondents were obtained using the slovin method from a population of 300 and an error rate of 10% so as to produce 75 respondents. The data analysis method used descriptive statistical analysis, confirmatory factor analysis and hypothesis testing (t). Digital marketing applied by UMKM UD. Bungan Jepun, namely through: Facebook (UD. Bungan Jepun), Instagram (bungan. jepun), Website (Ud. Bungan Jepun), WhatsApp (0813-3779-0279), Shopee (Bungan Jepun UD) and Tokopedia (Ud. Bungan Jepun). The results of descriptive statistical analysis showed that the responses from 75 respondents on average all had a strongly agree rating where the highest value was the Shopee indicator with an average of 4.67 and a standard deviation of 0.671. The results of the confirmatory factor analysis showed that of the 11 indicators of implementing beauty product marketing through digital marketing (Facebook (X1), Instagram (X2), Website (X3), WhatsApp (X4), Shopee (X5), Tokopedia (X6), Attention (Y1), Interest (Y2), Search (Y3), Action (Y4) and Share (Y5)) each form 1 factor. The results of hypothesis testing show that there are 13 variables X (digital marketing) that partially affect the Y variable (marketing effectiveness) and there are 17 X variables (digital marketing) that do not partially affect the Y variable (marketing effectiveness).   Keywords: digital marketing, covid 19 pandemic