STRATEGI PEMASARAN DENGAN MEMANFAATKAN TEKNOLOGI INFORMASI & KOMUNIKASI UNTUK PEMBINAAN USAHA MIKRO DI KOTA TANJUNGPINANG

Abstract

Micro Business Actors in Tanjungpinang city have a variety in selling production. Micro-enterprises have an important role in increasing regional income, however, since the Covid-19 incident, their economy has increased and has not developed. This study aims to determine the Marketing Strategy by utilizing Information & Communication Technology for Micro Business Development in Tanjungpinang City. The research method used is a descriptive method with a qualitative approach. This study uses 3 indicators from Kotler & Armstrong (2008), namely: 1) Product indicators are not optimal because there are still difficulties in raw materials, capital, inadequate facilities and infrastructure for online sales. 2) The price indicator is optimal and can reach micro business actors because it follows the price of basic commodities to be sold. 3) The Place indicator is optimal because it is facilitated by the trade and industry offices to involve micro business actors through event bazaars. 4) Promotion indicators have not been optimally carried out because there are still difficulties in developing their products and require effective online training or special media coaching from the relevant Government. The conclusion in the Marketing Strategy with Information and Communication policies is that there are some that have been running optimally and indicators that are still obstacles are the lack of adequate infrastructure and lack of activities or socialization carried out by the department regarding online-based marketing.