The Effectiveness of Digital Marketing Before and After theCovid-19PandemicinMSMEs in theConvection Sector

The Effectiveness of Digital Marketing Before and After theCovid-19PandemicinMSMEs in theConvection Sector

DigitalMarketing;Covid-19Pandemic;MSMEs

This study examines the level of effectiveness of digital marketing before and afterthe Covid-19 pandemic, and to see whether there are changes or not. Using a comparativeresearch methodology, where one variable but uses a large sample or measured at severaldifferenttimes,andthevariablesanalyzedareindependentvariables.Usingsnowballsamplingand purposive sampling, 100 respondents were selected from among those who received thesurveyviaGoogleForm.Theaveragepre-pandemicresultof29.65<33.34afterthepandemicindicates that there is a difference in the average digital marketing efficacy before and afterCOVID-19,accordingtothefindingsofthestudy.Theresults ofSig0.000<0.05alsoshowarelationship between the level of effectiveness of digital marketing before and after covid-19.Inaddition,theresultofSig(2-tailed)0.000<0.05indicatesthatdigitalmarketinghasbecomemoreeffectiveafterthecovid-19pandemiccomparedtobeforethecovid-19pandemic.Duringthecovid-19pandemic,thelevelofeffectivenessofusingdigitalmarketingincreasedcompared to before the pandemic, in line with the results of interviews with business ownersengaged in the convection sector, where during the pandemic the level of visits to the contentservedincreased,inadditionthelevelofinteractionbetweenpotentialconsumersalsoincreased.duringthepandemic

GianRiksaWibawa1*, Arif2

https://dinastipub.org/DIJEFA/article/view/2362/1585

Universitas Perjuangan Tasikmalaya

15 March 2024

GianRiksaWibawa

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English

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