Pandemi COVID-19 sangat berdampak ke UMKM di Indonesia. BanyaknyaUMKM di Indonesia yang mengalami penurunan pendapatan akibat adanyaPandemi COVID-19 menjadikan UMKM harus berkerja lebih keras untuk dapatbertahan dalam pandemi COVID-19 ini. Salah satu UMKM yaitu Warung SopAyam Mbah Min bergerak di Industri kuliner yang menawarkan Sop Ayam KhasKlaten di daerah Galaxy, Bekasi. Penelitian ini dilakukan dengan metode BusinessCoaching, penelitian kualitatif dan data yang didapatkan berdasarkan hasilobservasi, survey serta wawancara mendalam. Terdapat beberapa metode analisisyang digunakan untuk mencapai tujuan penelitian antara lain Business ModelCanvas (BMC), analisis Porter’s Five Forces, analisis PESTEL, Bauran PemasaranJasa, analisis VRIO, analisis SWOT, analisis TOWS, dan analisis GAP. Hasilmenunjukan bahwa UMKM belum maksimal dalam menerapkan kegiatan promosidan belum menjalin hubungan dengan pelanggan. Maka solusi yang diambil untukmasalah tersebut yaitu dengan merancang bauran promosi dan pembentukandatabase marketing. Elemen bauran promosi yang diimplementasi yaitu salespromotion dan digital/internet marketing. Pengimplementasian rancangan bauranpromosi berupa promosi potongan harga yang dilakukan secara offline maupunonline yang disebarkan melalui media Instagram UMKM. Pembentukan databasemarketing dilakukan dengan pengumpulan database pelanggan. Hasil implementasimenunjukan adanya kenaikan penjualan pada UMKM selama pandemi COVID-19berlangsung.
The COVID-19 pandemic has a profound impact on MSMEs in Indonesia.The number of MSMEs in Indonesia has experienced a decline in income due to theCOVID-19 Pandemic, making MSMEs have to work harder to survive this COVID-19 pandemic. One of the MSMEs, namely Warung Sop Ayam Mbah Min, isengaged in the culinary industry which offers Klaten Typical Chicken Soup in theGalaxy area, Bekasi. This research was conducted using the Business Coachingmethod, qualitative research and data obtained based on observations, surveys andin-depth interviews. There are several analytical methods used to achieve theresearch objectives, including the Business Model Canvas (BMC), Porter's FiveForces analysis, PESTEL analysis, Service Marketing Mix, VRIO analysis, SWOTanalysis, TOWS analysis, and GAP analysis. The results show that MSMEs havenot been maximal in implementing promotional activities and have not establishedrelationships with customers. So the solution taken for this problem is by designinga promotional mix and establishing database marketing. The elements of thepromotional mix that are implemented are sales promotion and digital / internetmarketing. Implementation of the promotional mix design in the form of discountedpromotions carried out offline and online which is spread through the UMKMInstagram media. The establishment of the loyalty program is done by collecting acustomer database. The implementation results showed an increase in sales to MSMEs during the COVID-19 pandemic. |
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