Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


In the Middle of the Covid-19 Pandemic, Using the Marketplace as a Promotional Medieum to Increase Sales

Author(s): Ratmono Ratmono, Dede Djuniardi, Musdalipa Musdalipa, T. Nurhaida, Elfi Anis Saati, Sri Rahayu, Andiyan Andiyan

This study analyzes the company's approach for surviving the product by using promotional media to boost sales during a pandemic by utilizing the marketplace as a promotional medium. The advancement of internet technology has altered the way business is conducted and promoted. Transactions and promotion are carried out via the use of online media, one of which is e-commerce. E-commerce is a method of purchasing and selling goods and services via the internet that has the ability to save time in a variety of ways, one of which is by streamlining the marketing process. E-commerce has a beneficial function, one of which is to accelerate the promotion process. Lazada, Shopee, and Tokopedia are just a few of the e-commerce sites that are supported. The descriptive qualitative technique is used in this research, and the subject of the study is UMKM Jaka. On the other hand, a significant amount of money has been spent on digital marketing in order to boost sales in the marketplace. Marketplaces as an example of e-commerce are used to demonstrate innovation or a shift in sales techniques. According to this study, customers virtually forgot about the brand during the pandemic, making the marketplace the most effective medium for promoting the brand and increasing sales. Digital behavior is fueling the growth of internet customers in order to boost revenues during the epidemic.

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