SHIFTING STRATEGI PEMASARAN PRODUK SONGKET UMKM BALI AKIBAT PANDEMI

Abstract

Penelitian ini bertujuan untuk mengetahui perubahan strategi pemasaran UMKM Pertenunan Kain Songket Bali akibat pandemi COVID-19. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian studi kasus. Penelitian ini dilakukan pada UMKM Pertenunan Werdhi Budaya dan UMKM Pertenunan Dian Rumah Songket, Kabupaten Klungkung, Bali. Penentuan lokasi tersebut dilakukan secara purposive sampling dengan pertimbangan bahwa UMKM tersebut merupakan pusat pertenunan kain songket di Bali yang juga terdampak COVID-19 dan tetap melakukan inovasi sehingga dapat bertahan dan bersaing. Wawancara dilakukan dengan pemilik Pertenunan Werdhi Budaya dan pemilik Pertenunan Dian Rumah Songket. Data hasil wawancara kemudian dianalisis melalui coding dan theming kemudian peneliti menggunakan teknik analisis SWOT untuk mengetahui analisis strategi kompetitif bagi pelaku UMKM Pertenunan Songket Bali. Penelitian ini mengungkapkan bahwa pelaku UMKM Pertenunan Werdhi Budaya dan pelaku UMKM Pertenunan Dian Rumah Songket melakukan perubahan pada strategi pemasaran produk, dimana dengan adanya perkembangan teknologi dan berbagai kebijakan pemerintah tekait pembatasan aktivitas masyarakat selama pandemi COVID-19 berlangsung, hal tersebut justru mendorong perubahan pemasaran produk kain songket Bali yang awalnya konvensional kini telah beralih menjadi pemasaran digital. UMKM Pertenunan Werdhi Budaya dan UMKM Pertenunan Dian Rumah Songket melakukan perubahan strategi pemasaran dengan menerapkan strategi marketing 4.0 berbasis Connected Marketing Mix 4C (Co-creation, Curreny, Communal Activation, dan Conversation). Hasil penelitian ini diharapkan dapat memberikan kontribusi bagi pelaku usaha sejenis khususnya mengenai penerapan strategi marketing 4.0, dan dapat memberi kontribusi pada pengambil kebijakan untuk dapat memfasilitasi UMKM dalam proses transformasi digital sehingga bisa bertahan  dan bahkan dapat meningkatkan usahanya akibat pandemi.

This study aims to explore shifting in the marketing strategy of MSMEs in Balinese songket weaving due to the COVID-19 pandemic. This study uses multiple case studies qualitative approach on two weaving companies that are able to adapt and innovate to maintain their business well during the pandemic. Interviews were conducted with weaving business owners. Data was also collected through the company's official social media accounts. The data were then analyzed using coding and themeing techniques. This study finds that MSMEs’ owners significantly changed their marketing strategy from 4P to 4C marketing strategy. The product that was previously designed without involving consumers now considering consumers’ aspiration. Product prices that were previously set based on production costs and profit expectations were changed to dynamic and flexible pricing - adjusting to spending patterns and consumer characteristics. Companies that previously only waited for consumers to come to the store to shop directly are now more actively interacting with consumers through various digital channels. Promotions that were previously carried out directly are now utilizing various social media channels. The findings of this study are expected to be used as a reference for MSMEs actors to adapt during the era of the industrial revolution 4.0. This study also fills the gap in the literature by offering qualitative empirical evidence on the MSMEs strategy to survive in times of crisis and the implementation of the 4C marketing strategy for MSMEs.