Total Market Demand Expansion Strategy Based on Personal Consumer Behavior and Value Proposition to Achieve Marketing Performance in SME Business Players in Bandung City During the Pandemic Covid -19

Authors

  • Nurul Hermina, Elfrida Siboro, Yani Halimah

Abstract

 

The city of Bandung, as one of the cities with the largest MSMEs in West Java, is directly under heavy pressure due to the COVID-19 pandemic. Many MSEs are starting to feel the impact and not a few have had to close their businesses. The UMKM sector is a sector that has a very high contribution to national economic growth. So that maintaining the survival of MSMEs is a must. One effort that can be done is to improve marketing performance which is supported by an expansion of total market demand. This research was conducted to know the influence of personal consumer behavior and its value proposition on the marketing performance of MSMEs in Bandung through a strategy of expanding the total market demand during the COVID-19 Pandemic. The results of the analysis found that personal consumer behavior and value proposition were very influential in the total market demand expansion and had a significant impact on marketing performance. However, the current marketing performance has not been fully boosted by the expansion of the total market demand because every consumer makes savings in shopping.

Published

2020-12-10

Issue

Section

Articles