Income Generation Through Online Marketing After the COVID-19 Crisis in Community Enterprise, Wicker Products, and Souvenirs

Abstract

The coronavirus disease 2019 (COVID-19) outbreak has severely impacted businesses worldwide. Therefore, business management needs to be adjusted following customers’ behavior who increasingly turn to online shopping. This behavior has resulted in commerce being driven by technology. Therefore, it is not easy for local community enterprises that are far away from civilization centers. Thus, this research’s objective was to train and consult community enterprise groups to create content on products in the community. This action research studied 25 groups of entrepreneurs selected explicitly from potential community enterprises. The research process began with e-commerce knowledge workshops and personalized consultations by marketing and information technology experts. Subsequently, the database of community enterprises was developed into an electronic form, and the final step was to disseminate and publicize online media. The study found that most community enterprises were able to create awareness among consumers through online media and sell products produced in the community through online channels, resulting in more customers and sales. But this research still found fundamental problems and obstacles, namely, the knowledge base of the members who gathered as a community enterprise group, making it extremely difficult and challenging to change the sales model on the online platform. Additionally, the relationship arising from the merger was not a registered business, so there were problems with member cohesion and income incentives that made the group’s strength insufficient.