SMEs Using social media for Marketing and Sustainable Business in COVID-19 Era: A case study on SMEs creative industries in West Java, Indonesia

Abstract

This work aims to examine how SMEs utilize social media in the COVID-19 pandemic and the impact on business sustainability. The use of social media as a marketing medium has increased along with changes in consumer behaviour in purchasing various needs due to social distancing and physical distancing imposed by the government to avoid the sprawl of COVID-19. The data of this case study on SMEs in the creative industries in West Java, Indonesia, were analysed using a qualitative method. The data collection was conducted by in-depth interviews with SMEs actors, observation and literature study. The results showed that 90% of SMEs use social media in marketing. The social media are Instagram, Facebook and WhatsApp and e-commerce (Tokopedia, Bukalapak, Shopee and Lazada). They use social media because it is easy to use, low-cost and can reach a broader range of consumers. The cost spent for social media during the pandemic is 1 million rupiahs per month, with a profit rate of 20%. It is concluded that social media has helped SMEs optimize marketing and can help SMEs in maintaining their business sustainability during the COVID-19 pandemic.