Eco Cuty: The Eco-Friendly Marketing Strategy Model for MSME?s Economic Recovery Movement Post-Covid 19

ABSTRACT

The Covid-19 pandemic has significantly impacted various sectors, especially the global economy, resulting in limited MSME operations and fewer consumers who shopped directly compared to regular days. The new eco-friendly marketing system utilizing technology is a new obstacle for MSMEs in marketing their products because it relates to understanding, readiness, and ability to apply the technology. This study explores implementing an integrated ecofriendly marketing strategy model by MSME actors in Central Java in the context of economic recovery after the Covid-19 pandemic. This type of research is exploratory qualitative research with the subject of MSMEs in eco-friendly products in Central Java. The data collection technique used non-probability sampling (snowball sampling). The analysis starts with data reduction, data presentation, and summarization. The results of the study indicate that the implementation of the "ECO CUTY" solution model can be done in three ways, including (1) entrepreneurial skills;(2) institutional strengthening as an economic force to produce quality products;(3) sociopreneur skills. The implication of this research is to provide a multiplier effect by improving MSME business performance at the international level through the government's role in facilitating online single submission program management in order to monitor developments comprehensively so that governments can later adopt the successful implementation of the "ECO CUTY" model in other countries.