Digital marketing communication transformation in small medium enterprise product marketing during the COVID-19 pandemic / Mitha Claudia Agistina, Rahmanita Ginting and Muhammad Thariq

• Main Authors: Agistina, Mitha Claudia, Ginting, Rahmanita, Thariq, Muhammad
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2023
• Subjects: Economics
• Online Access: https://ir.uitm.edu.my/id/eprint/81809/1/81809.pdf; https://ir.uitm.edu.my/id/eprint/81809/; https://www.mic3st.com/
• Institution: Universiti Teknologi Mara

The objective of the study is to (1) analyze SMEs actors carry out communication digital marketing using social media in marketing products for SMEs during the Pandemic Covid-19 (2) analyze obstacle transformation digital marketing communication in products for SMEs. The type of research used in this research is descriptive research with a qualitative approach. There are seven informants of SMEs actors and one from the Department of Cooperatives and SMEs Galleries North Sumatra Province. This data collection technique is by interviews and observations. The results indicate that the transformation of digital marketing communication in marketing SMEs products during the Covid-19 pandemic period has been running in accordance with the digital marketing communication transformation process. Obstacles are also experienced by SMEs namely, problems in integration, weaknesses in direct interaction, security and privacy, and trust.