The Effect of Macro Marketing Environment Information Factors on MSME Marketing Strategies in Pandemic Times

Abstract

Micro, Small and Medium Enterprises (hereinafter referred to as MSMEs) are one of the drivers and motors of the Indonesian economy. In its management, it faces various marketing obstacles due to limited access to information, markets, and technology as well as government policies regarding health protocols during the COVID-19 pandemic. This study aims to analyze the influence of the level of management consideration in responding to macro-environmental marketing information including: economics, technology, socio-culture, government policies, business regulations and government policies, and population on the marketing strategy of MSMEs in the manufacturing sector. Analyzing the influence of the level of management consideration in responding to micro-environment marketing information, including: suppliers, competitors, public, intermediaries and customers on the marketing strategy of MSMEs in the manufacturing sector. This research was conducted using a survey method using a marketing management science approach. The research location was conducted on the MSMEs in the processing industry sector around the city of Bekasi starting from March 2021 to July 2021 with a sample size of 115 respondents as business owners/managers. Data was collected by interview technique using a list of questions to the selected respondents, using the "Stratified Random Sampling" method. Data analysis using Path Analysis test (Path Analysis). The results show that the marketing strategy of MSMEs in the manufacturing sector is influenced by macro-environmental information in the form of socio-cultural, business and population regulations as well as government policies on health protocols. on determining the marketing strategy of SMEs. These factors are considered by MSME entrepreneurs to have supported the slow growth of business so that other strategies must be sought for sources of marketing opportunities. To overcome various obstacles for MSMEs, the development efforts of various government agencies or other related agencies need to be improved through guidance towards providing easy and up-to-date market information.