Abstract :

The purpose of this study is to determine the role of digital marketing; online Branding carried out by MSMEs on Market Opportunities during the Covid 19 Pandemic. The research method used is quantitative research with a questionnaire research instrument distributed to 100 MSMEs in the city of Bandung using simple random sampling technique. The results of this study obtained the role of digital marketing and online branding has an effect on efforts to create market opportunities during the Covid 19 pandemic.

---

Keywords :

Digital marketing, Market opportunities, Online Branding

---

References :

1. (2018), The Application of Digital Marketing and Its Influence on the Success of Micro, Small and Medium Enterprises in the Creative Sector in Indonesia and Malaysia, Thesis of the Graduate School of IPB
2. Achmad (2016), Exploration of Potential Market Opportunities for Increasing MSME Products, pp. 290-315
3. Febri, I. P., Buntoro, G. A., & Ariyadi, D. (2019). Catfish Livestock Business Assistance Towards Financial Independence through the Implementation of an Accounting System. Journal of Dharma Bhakti Ekuitas, 3(2), 6-10.
4. Carniels MCI,Heidi KLL,Cees JG. 2014. Explaining the internet usage of SMEs: The Impact of market orientation, behavioural norms, motivation and technology acceptance. Emerald
5. Edy Wahyudi (2010), Strategy for Increasing Market Access and Innovation Opportunities for Small Fishermen in Pasuruan, Journal of Strategic Scientific Research. Volume 23 (3), 196-205
6. Edy Wahyudi(2010), Strategi Peningkatan Akses Pasar dan Peluang Inovasi Usaha Kecil Nelayan Pasuruan, Jurnal Riset Ilmiah Strategis. Volume 23 (3), 196-205
7. Hawangga, Sutama (2020). Building Online Marketing and Digital Branding in the Midst of the Covid-19 Pandemic. Journal of Ecoment Global Volume 5 Number 2, 213-222. ISSN 2540-816X, E-ISSN: 2685-6204
8. Kannan & Hongshuang, (2016). Digital Marketing:A framework, Review and Research. agenda/Elseiver,vol 34(1) pages 22-45. International Journal of Research in Marketing
9. Mujiana, S., M Abdul (2012). Effect of Application of Advertising on the Internet and Marketing via e-mail of MSME Products in the Depok Region, Undip,7(3)
10. Mokhtar NF, Zuha RAH,M Abu SAH.2016. Applying Technology Organization and Environment (TOE) Model in Social Media Marketing Adoption: The Case of Small and Medium Enterprise in Kelantan, Malaysia The Social Science.11(21).5139-5144
11. Purwana BSD, Rahmi, Aditya S.(2017). Utilization of Digital Marketing for Micro, Small and Medium Enterprises (MSMEs) in the village of Malaka Sari Duren Sawit, JPMM1(1).
12. https://doi.org/10.21009/JPMM.001.1.01
13. Udin Ahidin (2013), Market Opportunity Analysis of Bandrek Sari Asih Beverage Company. Scientific Journal of Pamulang University Management Study Program. Volume 1 ( 1), 6-18
14. Yusuf, F. (2016). Optimization of Branding Programs and Brand Activation in the Digital Age. Journal of Communication, 7(1), 7–13. http://ejournal.bsi.ac.id/ejurnal/index.php/jkom/article/view/2169/1531.