PENERAPAN STARTEGI PEMASARAN YANG TEPAT BAGI UMKM DALAM MENINGKATKAN VOLUME PENJUALAN (STUDI KASUS KUE RETAK SALJU PEKANBARU)

UMKM are business activities or businesses run by individuals, households, and small business entities. The Covid-19 pandemic has in fact greatly affected various sectors, one of which is in the economic sector, including micro, small and medium enterprises (UMKM). Behind the decline in UMKM income for almost 2 years, UMKM are required to survive. This study aims to find out the right strategy to be applied to the UMKM of Kue Retak Salju. The research method used is descriptive qualitative analysis. Based on the results of the study, it was found that the UMKM survival strategy in the Covid-19 Pandemic Period was using E-commerce, digital marketing, improving product and service quality