Hybrid Channel: MSME Collaboration in Digital Marketing in Post COVID-19: Case Study on MSMEs in Pangkajene Kepulauan Region

Abstract

Aims: Indonesia is currently dominated by Micro, Small, and Medium Enterprises (MSMEs), which need special attention because their contribution to the national economy is quite significant. This study aimed to analyze the Hybrid Channel strategy used in collaboration in MSMEs related to digital marketing in the post-Covid period in the Pangkajene Kepulauan region. Study Design: This research is a descriptive study using a qualitative approach. Primary data come from secondary data from the local government and data collected from questionaires. Place and Duration of Study: This research was conducted in the district of Pangkajene and the Kepulauan. This study was held for six months, from April 2022 to September 2022. Methodology: This study uses a descriptive approach, using literature studies to collect data and take various reference sources that support this research. Data collection is done through secondary data from the government, listening and recording important information in data collection, analyzing data using data reduction, and data validation using data source triangulation. Results: The results obtained from study literature and interviews with several MSME actors in Pangkajene Kepula Regency agree that digital marketing helps them promote and market their products effectively. They argue that digital marketing saves promotion costs because it still relies on online marketing, such as distributing brochures and placing advertisements in newspapers and billboards; their expenses will be more significant when they use offline marketing. The literature review also confirms this point, stating that internet marketing expands market reach, lowers marketing costs, and promotes good customer relationships. However, some MSMEs have not maximized digital marketing to the maximum due to the influence of misunderstandings in digital marketing, such as creating a company website, maximizing search engine optimization (SEO), and using Google Adsense as a promotional medium. Conclusion: Digital transformation will continue to be the key to the growth of MSMEs in the midst of Indonesia's economic recovery after COVID 19. Not only as a way out, digitalization also opened up opportunities for MSMEs, especially in Pangkajene Kepulauan Regencies to contribute to exports while accelerating business in the domestic market. The Hybrid Channel also encourages the Offline to Online (O2O) movement which on the other hand is able to open up comprehensive opportunities for digital startup industry players to create a new ecosystem to support the growth of MSMEs.