Strategi Penguatan Daya Saing UMKM Dimasa Pandemi COVID-19

madziatul churiyah, Sholikan Sholikan, Evi Susanti, Heri Pratikto

Abstract


Usaha mikro, kecil, dan menengah (UMKM) mempunyai peran yang sangat penting untuk peningkatan kemakmuran masyarakat. Adanya pandemi COVID-19 sangat berpengaruh terhadap keberlasangungan usahanya khususnya pemasaran produk yang semakin sulit, sehingga target penjualan tidak tercapai. Oleh karena itu UMKM perlu untuk memperoleh pendampingan, dalam upaya meningkatkan daya saing agar UMKM teteap survive. Ada 3 program yang dapat dilakukan untuk meningkatkan daya saing produk UMKM, yaitu penguatan kualitas produk, peningkatan kualitas pelabelan dan pengemasan, dan diversifikasi pemasaran. Hasil pendampingan menunjukkan bahwa ada peningkatan penguatan kualitas produk, pelabelan dan pengemasan, serta diversifikasi pemasaran dilakukan secara digital marketing.

Kata kunci Daya saing, diversifikasi pemasaran, pelabelan dan pengemasan

 

Abstract

Micro, small, and medium enterprises (MSMEs) have a vital role in increasing the community’s prosperity. The existence of the COVID-19 pandemic is very influential on the sustainability of its business, especially the marketing of products that are increasingly difficult, so that sales targets are not achieved. Therefore, MSMEs need to obtain assistance to increase competitiveness so that MSMEs survive. Three programs can be done to improve the competitiveness of MSME products, namely strengthening product quality, improving the quality of labeling and packaging, and diversifying marketing. The results showed an increase in product quality strengthening, labeling and packaging, and diversification of marketing carried out in digital marketing.

Keywords adolescent, e-learning, peer educator, quit smoking


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DOI: http://dx.doi.org/10.17977/um045v4i2p129-135

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