Meningkatkan Manajemen Pemasaran, Brand Image dan Inovasi Produk Pada Umkm “Opak Difah” Desa Leran, Kecamatan Manyar, Kabupaten Gresik

Abstract

The COVID-19 pandemic has economic, social and political implications. Not only in big countries but almost all countries in the world. In this pandemic situation, according to Kemenkop UKM there are around 37,000 SMEs who report that they very seriously affected by this pandemic as indicated by: around 56 percent reported a decline in sales, 22 percent reported problems in aspects offinancing, 15 percent reported on goods distribution issues, and 4 percent reported difficulty in obtaining raw materials (Kemenkop UKM, 2020). Leran Village is one of the villages located in Manyar District, Gresik Regency. Leran Village has the potential of various types of existing businesses. One of them is the Opak entrepreneur, which is managed by Mrs. Maimunah. This Opak sales system is sold offline through the market. However In the midst of this pandemic, marketing difficulties are due to the social distancing policy. This matter resulting in difficulty in increasing sales. Therefore I plan program as a marketing management drive in Opak's business starting from development product quality, as well as packaging development and market expansion with digital marketing which will help Opak's efforts to increase sales.