Inovasi Electronic Marketing Management Dalam Memotivasi Pembelajaran Sikap Entrepreneurship Pada Masa Pandemi COVID 19 di Kota Mataram

Abstract

ABSTRAK

Era revolusi industri 4.0 yang dibarengi dengan pandemi covid 19 telah mengubah gaya hidup (life style) masyarakat khususnya masyarakat di Kota Mataram. Tujuan penelitian ini adalah untuk mengetahui inovasi electronic marketing management dalam memotivasi pembelajaran sikap entrepreneurship pada masa pandemi covid 19 di Kota Mataram. Manfaat penelitian ini adalah secara praktis untuk memberikan rekomendasi dan pembelajaran pada masyarakat di Kota Mataram tentang sikap entrepreneurship pada masa pandemi covid 19 melalui inovasi electronic marketing. Penelitian ini adalah penelitian deskriptif kualitatif. Metode pengumpulan data adalah sample survey. Teknik sampling yang digunakan adalah snowball sampling. Teknik pengumpulan data yang digunakan adalah studi literatur. Metode analisis data menggunakan reduksi data, penyajian data, dan penarikan kesimpulan. Berdasarkan hasil analisis data diperoleh kesimpulan yaitu inovasi electronic marketing yang memotivasi pembelajaran sikap entrepreneurship masyarakat di Kota Mataram pada masa pandemi covid 19 adalah penggunaan marketplace seperti bukalapak, tokopedia, shopee, facebook, instagram, dan whatsapp messenger yang sangat banyak dalam aktivitas jual beli produk secara online.

Kata Kunci : gaya hidup, inovasi, electronic marketing management,  pembelajaran, entrepreneurship

ABSTRACT

The era of revolution industrial 4.0 which is coupled with a pandemic covid 19 has changed the style of life (lifestyle) people , especially people in the city of Mataram . The purpose of research it is to know the innovation of electronic marketing management in motivating learning attitude of entrepreneurship in past pandemics covid 19 in the city of Mataram . Benefits research this is it practical to give a recommendation and learning in the community in the city of Mataram on the attitude of entrepreneurship in past pandemics covid 19 through the innovation of electronic marketing. Research This is a study descriptive qualitative . The data collection method is a sample survey. The sampling technique used is snowball sampling. The data collection technique used is literature study . Methods of data analysis using data reduction , data presentation , and drawing conclusions . Based on the results of data analysis , it was concluded that the electronic marketing innovation that motivated the learning of community entrepreneurship attitudes in the city of Mataram during the covid 19 pandemic was the use of marketplaces such as Bukalapak , Tokopedia , Shopee , Facebook , Instagram , and WhatsApp Messenger which were very much in the activity of buying and selling products online. on line.

Said Key : style of life , innovation , electronic marketing management,  learning , entrepreneurship