MICRO ENTERPRISE DIGITAL MARKETING STRATEGY USING INSTAGRAM AND WHATSAPP DURING THE COVID-19 PANDEMIC

Abstract

This study describes the micro business digital marketing strategy using Instagram and WhatsApp during the COVID-19 pandemic. Indonesia implemented a Large-Scale Social Restriction (PSBB) policy during the COVID-19 pandemic so that many shopping centers were closed and all people have to maintain physical distance. This study aims to identify the reasons why sellers choose to use social media, the application features used, and the marketing strategy through social media. The literature review covers integrated marketing communications, the development of the internet and its benefts in integrated marketing communications, and internet/digital marketing strategies. This study used the qualitative method. Data were collected from in-depth interviews with three informants of micro-entrepreneurs in Surabaya. Theresults showed that micro-entrepreneurs chose to use Instagram and WhatsApp due to their ease to use for communication, targeting millennial customers who are active on social media, the importance of reviewing a product and service, the benefts of using paid advertising through applications, establishing brand communication, and the advantages and disadvantages in utilizing digital marketing.