Revitalizing MSMEs through Marketing Digitalization and Business Continuity Management (BCM) Toward MSMEs In Kota Medan, North Sumatera.

Ahmad Hermanto, Amilia Hasbullah, S.Ip., M.Sc.


Micro Small and Medium Enterprises (MSMEs) experienced enormous economic pressure during the COVID-19 outbreak. These conditions have a direct effect on their business performance, especially on the value of sales, products and services produced, thereby impacting the sustainability of their business. Since Medan known as one of biggest city in Indonesia, where the existence of MSMEs have the significance role to generate income within the community, therefore this paper is intended to analyze how MSMEs are able to rise and can continue their business activities through efforts to implement the concept of Business Continuity Management (BCM) and digital marketing. 



MSMEs ; Business Continuity Management ; Digital Marketing

Full Text:



Anir, H., Fredj, M., and Kassou, M. (2019). Towards an approach for integrating business continuity management into enterprise architecture. International Journal of Computer Science & Information Technology (IJCSIT) Vol, 11.

Auzzir, Z.A. (2019). A business continuity management (BCM) framework for disaster resilient SMEs in Malaysia. Ph.D. thesis, University of Huddersfield.

Bennasar, M. (2010). Plan de continuit´e d’activit´e et syst`eme d’information - Vers l’entreprise r´esiliente. Dunod, Paris, 2e ´edition edition.

Bhamra, R., Dani, S., and Burnard, K. (2011). Resilience: the concept, a literature review and future directions. International Journal of Production Research, 49(18), 5375–5393.

Barker, M., Bormann, D.I., Neher, K., 2012. Social media marketing: a strategic approach.

Gibb, F. and Buchanan, S. (2006). A framework for business continuity management. International Journal of Information Management, 26(2), 128–141. ISO (2007). 19440:2007 Enterprise integration — Constructs for enterprise modelling. ISO (2012). 22301:2012 security and resilience — business continuity management systems — requirements.

Kabani, S.H., 2012. The Zen of Social Media Marketing: An Easier Way to Build Credibility, Build Buzz, and Increase Revenue. I'm Bella Books.

Kaplan, A.M., Haenlein, M., 2010. Users of the world, unite! Social media challenges and opportunities. Business Horizons 53.1.59–68.

Kotler, P., Keller, K.L., 2012. Marketing management. Prentice hall. Kotler, P., Armstrong, G., 1993. Introduction to Marketing. Prentice-Hall.

Kotler, P., Armstrong, G., 2012. Principles of Marketing. Pearson Education. Kotler, P., Makens, J.C., Bowen, J.T., Baloğlu, S., 2018. Marketing for hospitality and tourism. Pearson Education. Kotler, P., Armstrong, G., 2006. Principles of Marketing, Pearson. Kurtz, D., 2008. Contemporary Marketing,

Lascu, D.N., Clow, K.E., 2004. Marketing Frontiers Concepts and Tools. Atomic Publishing. Palmer, A., Koenig-Lewis, N., 2009. An Experiential, Social Network-Based Approach to Direct Marketing, Direct Marketing 3.3, 162-176.

Nelson Education. Chaffey, D., Smith, P.R., 2013. E-marketing excellence: planning and optimizing your digital marketing.

Routledge. Jackson, G., Ahuja, V., 2016. The dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing 17, 170-186

Salcido, M., 2021. Benefits and Advantages of Using social media, Weinberg, T., 2009. New Community Guidelines: Marketing on the Social Web. O'Reilly Media.

Thompson. Leeflang, P.S., Verhoef, P.C., Dahlström, P., Freundt, T., 2014. Challenges and Solutions for Marketing in A Digital Era, European Management Journal 32. 1, 1-12.

Tayibnapis, A. Z., Wuryaningsih, L. E., & Gora, R. (2021). Medium, Small, and Medium Enterprises and Digital Platforms. South Asian Journal of Social StudiesandEconomics,10(2),10–19.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Editorial Office
Krisnadwipayana International Journal of Management Studies

Chancellor's Building 2th Floor Krisnadwipayana University Street 

Jatiwaringin East Jakarta 

Phone : 0857 1594 2018