Empowering Society Through Digitalization of MSMEs During the Recession

Authors

Diah Ajeng Purwani, Universitas Islam Negeri Sunan Kalijaga YogyakartaFollow
Etika Prasetyaningrum, Universitas Pembangunan Nasional "Veteran" YogyakartaFollow
Anindya Septiana Arfiani, Universitas Islam Negeri Sunan Kalijaga YogyakartaFollow

Abstract

One of the sectors and regions affected by the recession in Indonesia’s economic condition is Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta. Some of the problems that arise include a decrease in MSME turnover, which leads to a reduction in the number of employees. MSMEs need to maintain their businesses if they need to keep up with increasingly rapid technological developments in the online realm in their marketing strategies. The method used in this research is community-based research (CBR) based on cases in the field, which takes the MSME community as the research objective studied through digitalization on social media, especially Instagram. This study aims to discover how MSMEs can innovate in selling through online channels via social media, especially Instagram, to increase sales of these MSMEs. The media used is Instagram, so MSMEs can develop more in online marketing. The results of this research identify the formation of an Instagram social media account complete with the MSME logo and the structure of the Instagram feed used to increase sales during the recession. The empowerment that continues to synergize with various parties will be one of the strengths of developing MSMEs.

Bahasa Abstract

Salah satu sektor dan wilayah yang terkena dampak resesi kondisi ekonomi Indonesia adalah Usaha Mikro, Kecil, dan Menengah (UMKM) di Yogyakarta. Beberapa masalah yang muncul antara lain penurunan omzet UMKM yang berujung pada pengurangan jumlah karyawan. UMKM perlu mempertahankan usahanya jika ingin mengikuti perkembangan teknologi yang semakin pesat di ranah online dalam strategi pemasarannya. Metode yang digunakan dalam penelitian ini berbentuk Community-Based Research (CBR) berdasarkan kasus di lapangan, yang mengambil komunitas UMKM sebagai objek penelitian yang diteliti melalui digitalisasi di media sosial khususnya Instagram. Penelitian ini bertujuan untuk mengetahui bagaimana UMKM dapat berinovasi dalam berjualan melalui jalur online melalui media sosial khususnya Instagram untuk meningkatkan penjualan UMKM tersebut. Media yang digunakan adalah Instagram agar UMKM dapat lebih berkembang dalam pemasaran online. Hasil penelitian ini mengidentifikasi pembentukan akun media sosial Instagram lengkap dengan logo UMKM dan struktur feed Instagram yang digunakan untuk meningkatkan penjualan pada masa resesi. Pemberdayaan yang terus bersinergi dengan berbagai pihak akan menjadi salah satu kekuatan dalam mengembangkan UMKM

References

Abidin Achmad, Z., Zendo Azhari, T., Naufal Esfandiar, W., Nuryaningrum, N., Farah Dhilah Syifana, A., & Cahyaningrum, I. (2020). Pemanfaatan Media Sosial dalam Pemasaran Produk UMKM di Kelurahan Sidokumpul, Kabupaten Gresik. Jurnal Ilmu Komunikasi, 10(1), 17–31. https://doi.org/10.15642/jik.2020.10.1.17-31

Absah, Y., Sadalia, I., Yuliaty, T., & Ilham, R. N. (2023). Msmes In Medan City During the New Normal. Quality - Access to Success, 24(193), 322–327. https://doi.org/10.47750/QAS/24.193.36

Adir, G., Adir, V., & Pascu, N. E. (2012). Logo Design and the Corporate Identity. Procedia - Social and Behavioral Sciences, 51, 650–654. https://doi.org/10.1016/j.sbspro.2012.08.218

Affandi, A., Sobarna, A., Erlangga, H., Onny Siagian, A., Purwanto, A., Amin Effendy, A., Sunarsi, D., Wicaksono, W., Suyatin, Ariyanti, E., Wahyitno, Manik, C. D., Juhaeri, & Gunartin. (2020). Optimization of MSMEs Empowerment in Facing Competition in the Global Market during the COVID-19 Pandemic Time. Systematic Reviews in Pharmacy, 11(11), 1506–1515.

Agustien, T. W., & Hapsari, D. R. (2018). Hubungan Komunikasi Pemasaran Usaha Mikro dan Kecil Kuliner Melalui Media Online dengan Perkembangan Usaha. Jurnal Komunikasi Pembangunan, 16(1), 127. https://doi.org/10.46937/16201825128

Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS: Jurnal Administrasi Bisnis, 6(2), 233–247. https://doi.org/10.38204/ATRABIS.V6I2.512

Dinas Koperasi Usaha Kecil dan Menengah Provinsi Jawa Tengah. (2021, April 4). Statistik Ekonomi UMKM Dampak Covid-19. Https://Dinkop-Umkm.Jatengprov.Go.Id/. https://dinkop-umkm.jatengprov.go.id/dampakcovid/pemetaan/statistik

Gaffar, V., Koeswandi, T., & Suhud, U. (2022). Has the Covid-19 Pandemic Accelerated the Digital Transformation of Micro, Small and Medium-Sized Enterprises in Indonesia? Teorija in Praksa, 59(3), 729–744. https://doi.org/10.51936/tip.59.3.729-744

Gavrila, S. G., & Ancillo, A. D. L. (2022). Entrepreneurship, innovation, digitization and digital transformation toward a sustainable growth within the pandemic environment. International Journal of Entrepreneurial Behaviour and Research,28(1), 45–66. https://doi.org/10.1108/IJEBR-05-2021-0395

Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The Digitalization of Retailing: an Exploratory Framework. International Journal of Retail and Distribution Management, 44(7), 694–712. https://doi.org/10.1108/IJRDM-09-2015-0140

Halseth, G., Markey, S., Ryser, L., & Manson, D. (2016). Doing Community-Based Research: Perspectives from the Field. McGill-Queen’s University Press. https://books.google.co.id/books?hl=id&lr=&id=EhRWDAAAQBAJ&oi=fnd&pg=PP1&ots=JcZU-PbdR_&sig=YMgTlHKXxrUo2ljM3xCKIWePn9c&redir_esc=y#v=onepage&q&f=false

Kertamukti, R., Setyo, B., & Purwani, D. A. (2020). Analisa Karakteristik Unggahan Instagram #Untiltomorrow pada Masa Pandemi Covid-19. In Komunikasi dan Informasi di Masa Pandemi Covid-19 (1st ed., p. 628). MBridge Press.

Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130(November 2018), 552–563. https://doi.org/10.1016/j.jbusres.2019.09.043

Kirana, D. H., Rafiah, K. K., & Sari, R. P. (2019). Pelatihan Mobile Apps Digital Marketing Untuk Umkm Di Jatinangor. Jurnal Pengabdian Kepada Masyarakat, 25(2), 98. https://doi.org/10.24114/jpkm.v25i2.13123

Komalasari, R., Harto, B., & Setiawan, R. (2020). UMKM Go-Digital sebagai Adaptasi dan Inovasi Pemasaran Arkha Minoritas pada Pandemi COVID-19. IKRAITH-ABDIMAS Vol 4 No 1 Bulan Maret 2021, 4(59), 1–7.

Kurniawati, E., Idris, I., Handayati, P., & Osman, S. (2021). Digital transformation of MSMEs in Indonesia during the pandemic. Entrepreneurship and Sustainability Issues, 9(2), 316–331. https://doi.org/10.9770/jesi.2021.9.2(21)

Maria, E., Suharyadi, S., & Hudiono, R. K. (2021). Implementasi pemasaran digital berbasis website sebagai strategi kenormalan baru Dusun Srumbung Gunung pasca Covid-19. Riau Journal of Empowerment, 4(1), 1–10. https://doi.org/10.31258/raje.4.1.1-10

Melkote, S. R., & Stevees, H. L. (2001). Communication for Development in the Third World: Theory and Practice for Empowerment (2nd ed.). SAGE Publications Pvt.

Nasution, D. S. (2018). Peningkatan Kapasitas Manajemen Usaha Bagi Pelaku Usaha Sektor Industri UKM Roti Sebagai Upaya Peningkatan Daya Saing Usaha Menuju Industri Mandiri. TRANSFORMASI: Jurnal Pengabdian Masyarakat, 14(1), 27–34. https://doi.org/10.20414/transformasi.v14i1.572

Omotosho, B. J. (2020). Small scale craft workers and the use of social media platforms for business performance in southwest Nigeria. Journal of Small Business and Entrepreneurship, 35(2), 181–196. https://doi.org/10.1080/08276331.2020.1764732

Pemerintah Daerah DIY. (2020, June 18). Gerakan Nyata Untuk Pemberdayaan Umkm Melalui “Sibakul Jogja Free-Ongkir.”Corona.Jogjaprov.Go.Id. https://corona.jogjaprov.go.id/rilis/berita/98-gerakan-nyata-untuk-pemberdayaan-umkm-melalui-sibakul-jogja-free-ongkir

Permadi, D., Shabrina, F., Rahyaputra, V., Darmawan, P., Kusumo Jati, L., Megarani, C., Hafizan, I., Mustiko Jati, G., & Winda Alanisa, E. (2017). Menyongsong Kewirausahaan Digital Indonesia Analisis Kesiapan Ekosistem Lokal dan Sekolah Atas di 12 Kota Indonesia. Gajah Mada University Press.

Purwani, D. A. (2021). Pemberdayaan Era Digital. Bursa Ilmu.

Rahmawati, A., Wahyuningsih, S. H., & Garad, A. (2023). The effect of financial literacy, training and locus of control on creative economic business performance. Social Sciences and Humanities Open, 8(1), 100721. https://doi.org/10.1016/j.ssaho.2023.100721

Reis, J., Amorim, M., Melão, N., Cohen, Y., & Rodrigues, M. (2020). Digitalization: A Literature Review and Research Agenda. Lecture Notes on Multidisciplinary Industrial Engineering, Part F201(March), 443–456. https://doi.org/10.1007/978-3-030-43616-2_47

Sari, D., Kusuma, B. A., Sihotang, J., & Febrianti, T. (2023). The role of entrepreneurial marketing & innovation capability in the performance of SMEs during covid-19 pandemic: Evidence of MSMEs in West Java. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2194091

Srinita, S., & Saputra, J. (2023). Investigating the resilience of micro, small and medium enterprises in entering the digital market using social media: Evidence from Aceh province, Indonesia. International Journal of Data and Network Science, 7(4), 2041–2052. https://doi.org/10.5267/j.ijdns.2023.8.018

Subawa, N. S., Widhiasthini, N. W., Permatasari, N. P. I., & Sri Wisudawati, N. N. (2022). MSMEs envisaged as the economy spearhead for Bali in the covid-19 pandemic situation. Cogent Economics and Finance, 10(1). https://doi.org/10.1080/23322039.2022.2096200

Supriyanto, A. S., Lukas, A., N.A., A. N., Najihah, N., Noor, L., Alfisyahr, Hikmah, N., Utrisno, S., Aziz, M. A., & Khoiriyah, N. (2020). Digitalisasi Dan Implementasi 5S (Seiri, Seiso, Seiton, Seiketsu, Shitsuke) Pada Umkm Jenang Aliya Kudus. Transformatif: Jurnal Pengabdian Masyarakat, 1(1), 1–11. https://doi.org/10.22515/TRANFORMATIF.V1I1.2708

Susilawaty, A., Tasruddin, R., Ahmad, D., & Salenda, K. (2016). Panduan Riset Berbasis Komunitas. http://litapdimas.kemenag.go.id/publication

Syuhada, A. A., & Gambett, W. (2013). Online Marketplace for Indonesian Micro Small and Medium Enterprises based on Social Media. Procedia Technology, 11(Iceei), 446–454. https://doi.org/10.1016/j.protcy.2013.12.214

Tambunan, T. (2020). MSMEs In Times Of Crisis. Evidence From Indonesia. Journal of Developing Economies, 5(2), 91. https://doi.org/10.20473/jde.v5i2.20848

Tandoc, E. C., Ling, R., Westlund, O., Duffy, A., Goh, D., & Zheng Wei, L. (2018). Audiences’ acts of authentication in the age of fake news: A conceptual framework. New Media and Society, 20(8), 2745–2763. https://doi.org/10.1177/1461444817731756

Valenduc, G., & Vendramin, P. (2017). Digitalisation, Between Disruption and Evolution. Transfer, 23(2), 121–134. https://doi.org/10.1177/1024258917701379

Widiastini, N. M. A., Arsa, I. K. S., Syah, A. M., & Hajarrahmah, D. (2023). How Do Micro, Small, And Medium Enterprises (MSMES) In Bali Survive The Pandemic? A Qualitative Study In Buleleng, Tabanan, Gianyar, And Denpasar. International Journal of Professional Business Review, 8(3), 1–24. https://doi.org/10.26668/businessreview/2023.v8i3.829

Wijoyo, H., & Widiyanti. (2020). Digitalisasi UMKM Pasca Pandemi Covid-19 Di Riau. Inovasi Dalam Mewujudkan Sdg’s Pada Era Post Pandemik, 1–183.

Zahid, A., Hidayatullah, M. B. R., Amealinda, A. A., Rokhmah, A. N., & Nurrohman, B. (2020). Upaya Pemberdayaan Peran Pemuda Karang Taruna Tunas Bakti Dalam Membentuk Serta Menjaga Kerukunan Antar Umat Beragama. In Jurnal Penelitian Ipteks (Vol. 5, Issue 2). https://doi.org/10.32528/IPTEKS.V5I2.3655

Recommended Citation

Purwani, Diah Ajeng; Prasetyaningrum, Etika; and Arfiani, Anindya Septiana (2025) "Empowering Society Through Digitalization of MSMEs During the Recession," JURNAL KOMUNIKASI INDONESIA: Vol. 14: No. 1, Article 2.
DOI: 10.7454/jkmi.v14i1.1250
Available at: https://scholarhub.ui.ac.id/jkmi/vol14/iss1/2