THE ROLE OF DIGITAL MARKETING WITH CREATIVITY AND INNOVATION FOR SUSTAINABLE MSMEs

Abstract

The impact of the Coronavirus disease (COVID-19) pandemic on SME and MSME
businesses is enormous. With its implementation, you must wear a mask and keep your
distance and reduce activities outside the home. This has in many companies being closed so
that many companies are dismissed. This has an impact on the people's purchasing power of
MSME products, which has decreased significantly. Many MSMEs have to close their
businesses or go out of business. The purpose of this research is to find out the role of digital
marketing for MSMEs to be sustainable and sustainable. This research method is descriptive
and verification with a total sample of 405 SMEs and MSEs in the city of Bandung. The
analytical tool used to analyze research data is to use SEM Amos. The results of this study
state that digital marketing with creativity and innovation is very important for MSMEs to
survive and be sustainable in the New Normal era.