STRATEGI KOMUNIKASI PENGUSAHA PASAR BARU TRADE CENTRE BANDUNG DALAM MENGHADAPI MARAKNYA PENGUSAHA UMKM ONLINE

Abstract

Technology is developing rapidly and has entered the 4.0 revolution era, one of the

effects of this era is the buying and selling process. Many large and small entrepreneurs

(SMEs) currently use two systems in their business activities, namely offline and online. The

purpose of this study was to find out the communication strategies used by MSMEs during the

rise of online shops. This type of research uses a qualitative-descriptive approach. The data

collection technique used was interviews with 4 (four) SMEs at Pasar Baru Trade Center

Bandung. The results of the study showed that the communication strategy used by MSMEs in

Pasar Baru Trade Center Bandung were personal selling and direct marketing and pays

attention to the 7P marketing mix elements. Entrepreneurs currently are experiencing a decline

because of the large number of online entrepreneurs and the communication strategies used

only promote directly. It is better for MSME actors to start adapting to current technological

developments and pay attention to the communication strategies used.