Peningkatan Kinerja UMKM Selama Pandemi Covid-19 melalui Penerapan Inovasi Produk dan Pemasaran Online

Tri Hanifawati(1*), Ratna Sari Listyaningrum(2)

(1) Universitas Muhammadiyah Bandung
(2) Universitas Muhammadiyah Bandung
(*) Corresponding Author

Abstract

UMKM merupakan sektor yang terdampak paling buruk oleh pandemi Covid-19, di mana mitra program ini merupakan salah satu yang terdampak. Adapun masalah utama mitra adalah menurunnya tingkat penjualan yang berefek pada penurunan kapasitas produksi dan pendapatan, sehingga dua dari empat karyawannya harus diberhentikan dulu untuk sementara. Tujuan pengabdian ini adalah untuk melakukan transfer Iptek kepada UMKM dalam kerangka meningkatkan kinerja bisnisnya. Solusi permasalahan difokuskan pada dua aspek, yakni manajemen pemasaran online dan manajemen produksi. Metode yang telah dilaksanakan diantaranya inovasi varian baru, mentoring manajemen produksi, inovasi kemasan baru, pemberian bantuan alat dan bahan, pembinaan manajemen pemasaran, promosi melalui sosial media, penjualan melalui marketplace, dan survei kesadaran merek. Hasilnya menunjukkan bahwa pengetahuan dan keterampilan mitra dalam aspek produksi dan pemasaran telah meningkat, jumlah aset dan jumlah varian rasa produk telah meningkat, tren penjualan juga telah mulai meningkat. Namun demikian, hasil survei menunjukkan bahwa UMKM masih perlu secara intensif meningkatkan program promosi untuk meningkatkan penjualan dari konsumen atau pasar potensial yang baru.

Keywords

kinerja umkm, covid-19, inovasi produk, pemasaran internet, pemasaran sosial media

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DOI: 10.23917/warta.v24i3.12615

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