Empowering Society during Covid-19 Outbreaks: Digital Marketing Optimization for MSMEs and Human Rights Perspective

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Published Apr 14, 2022
DOI https://doi.org/10.15294/ijals.v4i1.54419

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Stephanie Ellenesia Saragih
Universitas Jember
https://orcid.org/0000-0002-6616-3860
Muhammad Bahrul Ulum
Universitas Jember
https://orcid.org/0000-0002-5600-5500

Abstract

The COVID-19 pandemic has become a new challenge for most societies worldwide, significantly impacting the economic sector. For this reason, online community empowerment is an alternative, given the rapid development of technology. This pandemic has pushed people to shift to digital technology, including the increasing importance of digital marketing. However, in its application, Micro, Small, and Medium Enterprises (MSMEs) still face problems designing and starting this digital marketing. This study focuses on empowering the community for the MSME in connecting sheets (kain sambung or perca) in Jatimkar Village, Jatiasih District, Bekasi City, West Java with the field conditions that business actors have not considered the vital role of digital marketing. Marketing through social media and marketplaces cannot be carried out optimally because business actors focus on the production process rather than marketing. This situation is suspected to be due to the limitations of business actors in operating social media and marketplaces. In fact, in this situation, business actors are experiencing a decline in sales figures, resulting in a decrease in sales turnover. This research was conducted based on community service to assist business actors in improving marketing by covering observation, socialization, discussion, and practice. The implementation method used is Asset Based Community Development (ABCD). The benchmark for the success of this program is the increase in the asset value of MSMEs so that business actors gain skills in digital marketing by using social media and the marketplace to introduce and market the product.

Article Details

How to Cite
Saragih, S. E., & Ulum, M. B. (2022). Empowering Society during Covid-19 Outbreaks: Digital Marketing Optimization for MSMEs and Human Rights Perspective. Indonesian Journal of Advocacy and Legal Services, 4(1), 25-44. https://doi.org/10.15294/ijals.v4i1.54419
Issue
Vol 4 No 1 (2022): Empowering Community Strengthening Justice in Indonesia and Global Context
Section
Research Article
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Author Biographies

Stephanie Ellenesia Saragih, Universitas Jember

Stephanie Ellenesia Saragih is a student at the Faculty of Humanities, Universitas Jember, Indonesia, concentrating on Film and Television. She has been active in Film and Television Student Association. In 2021, she took a societal engagement project under the Institute of Research and Societal Empowerment at Universitas Jember to mitigate the grassroots from the COVID-19 through the business empowerment cluster.

Muhammad Bahrul Ulum, Universitas Jember

Muhammad Bahrul Ulum, S.H. (Universitas Jember), LL.M (Osmania University) is a lecturer at the Faculty of Law, Universitas Jember, Indonesia. In 2018, he was a visiting scholar at Nagoya University, Japan. He joined an academic training in Hanoi, Vietnam, under the 43rd Southeast Asia Seminar held by the Centre for Southeast Asian Studies, Kyoto University, in cooperation with the Central Institute for Natural Resources and Environmental Studies, Vietnam National University from 7 to November 13 2019. In addition, he participated in the international conferences conducted by the Sydney Southeast Asia Centre (University of Sydney), the Centre for Human Rights, Multiculturalism, and Migration (University of Jember), the University of Indonesia Faculty of Law, and the Asian Legal History Association (in partnership with the Centre for Asian Legal Studies at the National University of Singapore).

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