Marketing Risk Management and Mapping Based on Geographic Information System in The Micro, Small, and Medium Enterprise in Tasikmalaya City

Authors

  • Syti Sarah Maesaroh Business Digital Study Program, Universitas Pendidikan Indonesia http://orcid.org/0000-0002-4756-0967
  • Ardli Swardana Agrotechnology Study Program, Universitas Garut
  • Asep Nuryadin Business Digital Study Program, Universitas Pendidikan Indonesia
  • Oding Herdiana Business Digital Study Program, Universitas Pendidikan Indonesia
  • Risma Rahatuningtyas Business Digital Study Program, Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.22441/jimb.v8i3.15796

Keywords:

Digital, Management, Mapping, Marketing, Risk

Abstract

The current COVID-19 pandemic has greatly impacted the economic sector, especially Micro, Small, and Medium Enterprises (MSMEs). Restrictions on physical mobility hinder the marketing of MSMEs’ products, which is usually carried out directly. This is one of the important risks to be studied in depth. The purpose of this study is to determine the management system and mapping of marketing risks in MSMEs in Tasikmalaya City. The research method used in this study was descriptive quantitative. Data were collected through a closed questionnaire that was given to MSMEs. The obtained data were processed through a risk management system approach and then mapped using a Geographical Information System (GIS). The results showed that the highest marketing risks for MSMEs in Tasikmalaya City are increasingly fierce business competition, nonoptimal internet usage, and limited marketing coverage. Geographically, the level of marketing risks of MSMEs in Tasikmalaya City is in the medium category. Geographical marketing risk mapping can determine the most appropriate recommendations to deal with various risks faced according to regional characteristics.

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Author Biographies

Syti Sarah Maesaroh, Business Digital Study Program, Universitas Pendidikan Indonesia


Syti Sarah Maesaroh is a Student of Management Science of Doctoral Program at the Universitas Pendidikan Indonesia. Her research areas are strategic management and Entrepreneurship in economic development. She has worked as a lecturer at the Digital Business Program Study, Universitas Pendidikan Indonesia.

Ardli Swardana, Agrotechnology Study Program, Universitas Garut

Ardli Swardana is a lecturer and researcher in the Agrotechnology Study Program. His background is in land environment, disaster management, and agriculture. His research interests include land use change and GIS application

Asep Nuryadin, Business Digital Study Program, Universitas Pendidikan Indonesia

Asep Nuryadin is a lecturer and researcher in the Business Digital Study Program. His background is in education and digitalization.

Oding Herdiana, Business Digital Study Program, Universitas Pendidikan Indonesia

Oding Herdiana is a lecturer and researcher in the Business Digital Study Program. His background is in IT and Economics.

Risma Rahatuningtyas, Business Digital Study Program, Universitas Pendidikan Indonesia

Oding Herdiana is a bachelor student in the Business Digital Study Program.

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Published

2022-12-15

How to Cite

Maesaroh, S. S., Swardana, A., Nuryadin, A., Herdiana, O., & Rahatuningtyas, R. (2022). Marketing Risk Management and Mapping Based on Geographic Information System in The Micro, Small, and Medium Enterprise in Tasikmalaya City. Jurnal Ilmiah Manajemen Dan Bisnis, 8(3), 319–330. https://doi.org/10.22441/jimb.v8i3.15796

Issue

Vol. 8 No. 3 (2022): Jurnal Ilmiah Manajemen dan Bisnis

Section

Articles

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