Indonesian Journal of Economics, Entrepreneurship, and Innovation

Marketing Mix Strategy (4P) of MSME in The Pandemic Time of Covid-19

Asriadi Arifin — 2023-02-16

This research aims to examine the marketing mix strategies implemented by MSMEs during the Covid-19 pandemic. The research method uses descriptive qualitative with a phenomenological approach to obtain an overview of the marketing mix strategy used by MSMEs in Makassar City with the concept of ghost kitchen during the Covid-19 pandemic. Primary data was obtained directly from informants by conducting interviews with the owner of Kaku Food. In this study, secondary data was obtained from reference books, journals, articles, research, magazines, newspapers and websites related to this research. Data collection techniques used include observation, interviews and documentation. The conclusion is Marketing Strategy of MSMEs during the Covid-19 Pandemic is carried out in accordance with the concept of the marketing mix. The marketing scheme is to offer products according to consumer needs at prices that are adjusted between capabilities and consumer economic conditions, and promotions are prioritized on online promotions. That way, MSMEs can maintain their stability and sustainability even though they are experiencing the Covid-19 pandemic.

Analisis Kinerja Keuangan Perusahaan Kosmetik yang Terdaftar di Bursa Efek Indonesia Menggunakan Rasio Keuangan

Nur Hudaya Abdullah — 2023-02-16

This study aims at analyzing financial performance of cosmetics company registered at Indonesia stock exchange during Covid-19 pandemic. In analyzing the financial performance of the cosmetics company, financial ratios including liquidity ratio, solvency ratio, activity ratio, and profitability ratio were applied. This study analyzes 3 giant cosmetics companies namely PT. AWI, PT. KNI, and PT. UNI (all names are pseudonymized). This study finds that (1) PT. AWI and PT. KNI have good performance in terms of liquidity ratio analysis; (2) PT. AWI and PT. KNI show good performance in terms of solvency ratio; (3) PT. UNI outperforms the other two cosmetics companies in terms of activity ratio analysis; (4) PT. AWI and PT. UNI outperform another cosmetics company in terms of analysis of profitability ratios; and (5) PT. UNI outperforms the other two cosmetics company in terms of the return on assets and the return on equity. This study draws findings and valuable conclusion which descriptively describes the actual phenomenon which are expected to be beneficial for further researchers.