IMPLEMENTASI STRATEGI DIGITAL MARKETING DAN KNOWLEDGE MANAGEMENT DALAM BUSINESS SUSTAINABILITY UMKM DI MASA PANDEMI DAN RECOVERY COVID-19 PERSPEKTIF EKONOMI ISLAM (Studi Pada UMKM Kuliner di Kota Metro)

GUSTARINA, ANDINI (2023) IMPLEMENTASI STRATEGI DIGITAL MARKETING DAN KNOWLEDGE MANAGEMENT DALAM BUSINESS SUSTAINABILITY UMKM DI MASA PANDEMI DAN RECOVERY COVID-19 PERSPEKTIF EKONOMI ISLAM (Studi Pada UMKM Kuliner di Kota Metro). Masters thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Pandemi covid-19 yang melanda dunia khususnya negara Indonesia menyebabkan krisis multidimensi. UMKM kuliner di Kota Metro termasuk yang terdampak pandemic covid-19. Pelaku UMKM Kuliner mengalami penurunan penjualan karena berkurangnya aktifitas masyarakat akibat pandemi covid-19. Hal ini tentu saja membuat UMKM Kuliner di Kota Metro mengalami kesulitan dalam permodalan karena tingkat penjualan menurun. Pemerintah mengeluarkan kebijakan melalui Keputusan Presiden Nomor 99 Tahun 2020 tentang pengadaan vaksin yang bertujuan untuk melonggarkan kebijakan PSBB, sehingga pelaku usaha dapat melakukan recovery pandemi covid-19. Dalam situasi pandemi dan recovery covid-19, diperlukan strategi dan knowledge management yang tepat demi Business Sustainability UMKM. Implementasi digital marketing menjadi salah satu cara yang dilakukan oleh pelaku UMKM untuk menjangkau konsumen secara langsung dan dapat menekan biaya promosi. Berdasarkan hal tersebut, peneliti melakukan penelitian mengenai implementasi strategi digital marketing dan knowledge management pada UMKM Kota Metro dalam business sustainability di masa pandemi dan recovery covid-19 perspektif ekonomi Islam. Tujuan dari penelitian yang dilakukan untuk melihat bagaimana perspektif ekonomi Islam tentang implementasi strategi digital marketing dan knowledge management pada UMKM Kota Metro dalam business sustainability di masa pandemi dan recovery covid-19. Metode yang digunakan dalam penelitian ini merupakan penelitian kualitatif. Data yang digunakan dalam penelitian ini adalah data primer yang di dapat dari wawancara kepada para pelaku UMKM kuliner yang ada di Kota Metro total sampel 15 responden, dan data sekunder yang didapat dari Dinas UMKM Kota Metro. Penelitian ini menemukan bahwa kondisi pandemi covid-19 ini memiliki banyak dampak pada semua sektor, termasuk usaha mikro dan kecil (UMKM). Beberapa pelaku UMKM kuliner di Kota Metro mengatakan bahwa tingkat penurunan penjualan yang dirasakan berkisar 75-89 % dari penjualan adanya pandemi covid-19. Digital marketing sangat membantu UMKM dalam mempertahankan usahanya agar tetap beroperasi di tengah pandemi covid-19. Knowledge management mampu diterapkan oleh UMKM kuliner di Kota Metro seperti latysha food, warung jontor, oke geprek ekspress, kedai nyonyor, kripik tunas, donat lumer, bakso om gundol, kerang dekaje, angkringan salome, bakso & mie ayam Bu Sri, kayu watu, rumah makan bude gendut, juragan iwak asin metro, angkringan mas hoed, dan dapoer mertua. Ada 3 (tiga) aspek yang membuat UMKM kuliner di kota Metro mampu mempertahankan business iii sustainability (keberlanjutan usaha). Aspek tersebut yaitu aspek permodalan, pemasaran dan teknologi. Pelaku UMKM kuliner di Kota Metro dalam penerapan digital marketing dan knowledge management dalam perspektif ekonomi Islam, telah menerapkan karakteristik syariah marketing yang dapat menjadi panduan dalam implementasi digital marketing yaitu teistis, etis, realistis dan humanitas. Suatu usaha yang dijalankan tersebut akan mendapatkan berkah dari Allah SWT baik di dunia maupun di akhirat. Kata Kunci : Strategi, Digital Marketing, Knowledge Management, UMKM Kuliner Kota Metro, Pandemi & Recovery Covid-19, Ekonomi Islam iv ABSTRACT The Covid-19 pandemic that hit the world, especially Indonesia, has caused a multidimensional crisis. Culinary MSMEs in Metro City are among those affected by the co-19 pandemic. Culinary MSMEs have experienced a decline in sales due to reduced community activities due to the co-19 pandemic. This of course makes Culinary MSMEs in Metro City experience difficulties in capitalizing because the level of sales has decreased. The government issued a policy through Presidential Decree Number 99 of 2020 regarding the procurement of vaccines which aims to loosen the PSBB policy, so that business actors can recover from the Covid-19 pandemic. In a pandemic situation and recovery of Covid-19, appropriate strategies and knowledge management are needed for the sake of MSME Business Sustainability. The implementation of digital marketing is one way for MSME actors to reach consumers directly and reduce promotional costs. Based on this, researchers conducted research on the implementation of digital marketing and knowledge management strategies for Metro City MSMEs in business sustainability during the pandemic and recovery of Covid-19 from an Islamic economic perspective. The purpose of the research conducted was to see how the Islamic economic perspective is regarding the implementation of digital marketing and knowledge management strategies for MSMEs in Metro City in business sustainability during the Covid-19 pandemic and recovery. The method used in this research is a qualitative research. The data used in this study are primary data obtained from interviews with culinary MSME actors in Metro City with a total sample of 15 respondents, and secondary data obtained from the MSME Office of Metro City. This research found that the condition of the Covid-19 pandemic had many impacts on all sectors, including micro and small enterprises (MSMEs). Several culinary MSMEs in Metro City said that the level of decline in sales they felt was around 75-89% of sales due to the co-19 pandemic. Digital marketing is very helpful for MSMEs in maintaining their business so that they can continue to operate in the midst of the co-19 pandemic. Knowledge management can be applied by culinary MSMEs in Metro City such as latysha food, jontor stalls, okay geprek express, nyonyor stalls, shoot chips, melted donuts, om gundol meatballs, dekaje clams, angkringan salome, Bu Sri's meatballs & chicken noodles, watu wood, fat bude restaurant, metro salted fish skipper, angkringan mas hoed, and dapoer in law. There are 3 (three) aspects that make culinary MSMEs in Metro city able to maintain business sustainability. These aspects are aspects of capital, marketing and technology. Culinary MSMEs in Metro v City in implementing digital marketing and knowledge management in an Islamic economic perspective, have applied the characteristics of marketing sharia which can be a guide in implementing digital marketing, namely theistic, ethical, realistic and humanitarian. An effort that is carried out will get blessings from Allah SWT both in this world and in the hereafter. Keywords : Strategy, Digital Marketing, Knowledge Management, Metro City Culinary MSMEs, Covid-19 Pandemic & Recovery, Islamic Economics

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