Entrepreneurial Marketing Strategy and Government Policy to Improve MSMEs Performance During the Covid-19 Pandemic in West Java Province Danang Kusnanto, Solihin Sidik, Novian Ekawaty, Hana Salsabila Kastanya, Lida Arlini, Alya Farah Azzahra
Universitas Singaperbangsa Karawang
Abstract
The condition of MSMEs which are still experiencing various obstacles due to the impact of the Covid-19 pandemic, especially in the marketing and capital aspects, is the background for the need for this research to be carried out. Many efforts have been made by MSME actors themselves to survive and efforts have been made by the Government with various policies in an effort to accelerate the recovery of this condition. This study aims to identify entrepreneurial marketing strategies and government policies in an effort to improve MSME performance during the Covid-19 pandemic. The research method used is descriptive method with a quantitative approach. Data were analyzed using multiple linear regression analysis and hypothesis testing using the SPSS 24. The results of this study are that the variables of Entrepreneurial Marketing and Government Policy have a significant effect on the performance of MSMEs. Therefore, coaching for Entrepreneurial Marketing needs to be continuously improved, with the support of various government policies in order to improve the performance of MSMEs
Keywords: Entrepreneurial Marketing- Government policy- MSME performance- Economic Recovery- Impact of Covid-19
