DIGITAL MARKETING COMMUNICATION TRANSFORMATION IN SMALL MEDIUM ENTERPRISE PRODUCT MARKETING DURING THE COVID-19 PANDEMIC

Abstract

The objective of the study is to (1) analyze Small and Medium Enterprises actors carry out communication Digital marketing using social media in Marketing Products for Small and Medium Enterprises during the Pandemic Covid-19, (2) analyze obstacle transformation digital marketing communication in products for Small and Medium Enterprises during the pandemic Covid-19 at the Office of Cooperatives and Small and Medium Enterprises North Sumatra Province. The theory used in this research is the digital marketing communication, news media theory. The type of research used in this research is descriptive research with a qualitative approach. There are eight resource persons, consisting of seven Small and Medium Enterprises actors and one informant from the Department of Cooperatives and Small and Medium Enterprises Galleries North Sumatra Province. This data collection technique is by interviews and observations. The results of this study indicate that the Transformation of Communication Digital Marketing in marketing Small and Medium Enterprises Products during the Covid-19 pandemic period has been running in accordance with the digital marketing communication transformation process. However, obstacles to Transformation Communication Digital Marketing are also experienced by Small and Medium Enterprises namely, problems in integration, weaknesses in direct interaction, security and privacy, as well as lack of trust.