A Study of Marketing Communication in Improving the Ability of MSMEs to Survive in the COVID-19 Pandemic: Digital Literacy Perspective

DOI

10.2991/aebmr.k.220107.039How to use a DOI?

Keywords

marketing communications; MSMEs; digital literacy

Abstract

This study, namely the impact of the COVID-19 outbreak on MSMEs was examined in a qualitative way, while the purpose of this study was to be able to explain how the phenomenon occurred, namely to examine it more deeply using qualitative methods. The impact of the spread of the entire COVID-19 outbreak, especially in the MSME sector in Indonesia, where a drastic decline will have an impact on the MSME economy. This has resulted in the closure of the MSME business and there are still a few MSME actors who are trying to survive in an environment like this. In general, consumers will get goods or services that will approach a need. This study activity is expected to provide benefits and is also expected to provide sustainable output for them, especially in terms of how to manage MSMEs in the midst of the Covid-19 Pandemic. So that business continuity is maintained in the midst of the COVID-19 pandemic so that MSMEs can continue their business.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Muh. Yahya
AU  - Elpisah
AU  - Muh. Fahreza
AU  - Zulfaida
PY  - 2022
DA  - 2022/01/24
TI  - A Study of Marketing Communication in Improving the Ability of MSMEs to Survive in the COVID-19 Pandemic: Digital Literacy Perspective
BT  - Proceedings of the International Conference on Social, Economics, Business, and Education (ICSEBE 2021)
PB  - Atlantis Press
SP  - 206
EP  - 209
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220107.039
DO  - 10.2991/aebmr.k.220107.039
ID  - Yahya2022
ER  -