ABSTRACT
The increasing number of micro, small, and medium enterprises (MSMEs) in Indonesia has contributed positively to Indonesia's economy. However, many MSMEs are unable to successfully manage their business. To address this issue, this study was conducted focusing on an Indonesian MSME restaurant that was experiencing difficulties in managing its business during the pandemic. It aims to identify and analyze the MSME’s push strategy and digital marketing promotional activities and to find solutions to improve its strategy and marketing promotion. One of the obstacles was in managing its marketing strategy and activities by implementing a strategy to increase its promotion. The data were collected using business coaching methods and qualitative research to investigate the actual condition and problems. Later, the actions that were approved by the MSME were taken to overcome the problems. After conducting several external and internal analyses, a push strategy was applied to increase consumers’ awareness of the MSME’s products. In addition, MSME’s digital marketing promotion through Instagram and a website was optimized to promote its products. It was proven that the promotion successfully improved their exposure and customer engagement.
