Differentiation and the Five As Concept in Digital Marketing of Small and Medium Enterprises During the Covid-19 Pandemic (a Study at Cepaka Village, Kediri Tabanan)

Karta, Ni Luh Putu Agustini and Wardani, Rani Kusumo and Suarthana, Jimmy Harry Putu (2021) Differentiation and the Five As Concept in Digital Marketing of Small and Medium Enterprises During the Covid-19 Pandemic (a Study at Cepaka Village, Kediri Tabanan). KnE Social Sciences, 2021 (1). pp. 566-578. ISSN KnE Social Sciences, pages 566–578. DOI 10.18502/kss.v5i5.8843

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Abstract

The purpose of this study was to analyze the differentiation and the Five As digital
marketing concept made by SMEs (Small and Medium Enterprises) in Cepaka Village
during the Covid-19 pandemic in maintaining their competitiveness. This was qualitative
research with key informants consisting of 14 SME managers in Cepaka Village, Kediri,
Tabanan Bali. The differentiation was viewed from the basis of products, services,
personnel, marketing channels and images as well as marketing 4.0 (digital marketing)
implementation in aspects of Mapping Customer Path throughout the Five As
concepts. On average, the income of the SMEs in Cepaka Village decreased by 50%.
The differentiation strategy consisted of a cost leadership strategy, service variations,
expansion of marketing channels and special promotions of 20-30%. Only 3% of SMEs
added marketing personnel. The implementation of digital marketing with the Five As
approach did not work as intended. Digital marketing had to be done because of the
demands of the Covid-19 pandemic, but the impact from this digital marketing strategy
has shifted and did not perform optimally. The purchasing decisions were not based
on Aware, Appeal, Ask; however, the purchasing decisions were made because of the
priority needs and impacts of Covid-19. There was no brand loyalty or repurchase. The
implication of this research was to provide a reference for SMEs to prioritize operations
in the Covid-19 pandemic or other emergency situations that disrupt the operations of
SMEs.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. Agustini Karta
Date Deposited:	23 Jul 2021 13:10
Last Modified:	23 Jul 2021 13:10
URI:	http://eprints.triatmamulya.ac.id/id/eprint/444

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