PELAKU UMKM DI PONDOK PESANTREN: TINJAUAN FENOMENOLOGIS TERHADAP PANDEMI EFFECT

Moh. Idil Ghufron, Achmad Febrianto, Saifuddin Saifuddin, Siti Ruqayyah, Fathudin Fathudin

Abstract


The purpose of this study was to analyze the condition of MSME actors at the Nurul Jadid Islamic boarding school in the Az-Zainiyah region during the Covid-19 pandemic. And to find out the marketing mix strategy used by MSME actors during the Covid-19 pandemic. The research method used is a qualitative research method with a phenomenological approach. To test the validity of the data in this study using data source triangulation techniques. From this research, the results of the Covid-19 Virus have made MSME actors in the Az-Zainiyah area, namely increasing sales, turnover and labor. MSME actors can survive and even increase their business by using a marketing mix strategy with 4 P's, namely product, price, place and promotion.

Keywords : Covid-19, MSME, Marketing Mix

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References


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DOI: http://dx.doi.org/10.29040/jiei.v8i1.4403

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