URGENSI PEMANFAATAN E-MARKETING PADA KEBERLANGSUNGAN UMKM DI KOTA PEKALONGAN DI TENGAH DAMPAK COVID-19

Covid-19 pandemic, it had a tremendous impact on various sectors, especially the economic sector, where the existence of MSMEs whose role contributed substantially to the economic rate was inseparable from the Covid-19 outbreak, in this study looking at the urgency of the use of E- Marketing for the sustainability of MSMEs in Pekalongan City amid the Covid-19 pandemic. This study uses a qualitative method with a phenomenological approach. This research proves that the implementation of e-marketing through the marketplace conducted by MSME entrepreneurs is in accordance with procedures other than that e-marketing has a positive impact amid the Covid-19 pandemic on the economic security of MSMEs in Pekalongan City by continuing to process production and distribution of goods to consumers but still adhere to the rules of Social Distancing where the use of e-marketing through the marketplace is deemed necessary to be implemented especially in the amid Covid-19 Pandemic so that business activities continue to run and generate economic value.  Keyword: E-Marketing; UMKM; Covid-19.   Abstrak Pandemi Covid-19 memberikan dampak yang luar biasa terhadap berbagai sektor, khususnya sektor perekonomian, dimana keberadaan UMKM yang peranannya memberikan sumbangsih yang cukup besar terhadap laju perekonomian tidak lepas terdampak dari wabah Covid-19, dalam penelitian ini melihat sejauh mana urgensi pemanfaatan E-Marketing untuk keberlangsungan UMKM di Kota Pekalongan ditengah pandemi Covid-19. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi. Penelitian ini membuktikan bahwa implementasi e-marketing melalui marketplace yang dilakukan oleh para pengusaha UMKM sudah sesuai prosedur selain itu e-marketing memberikan dampak positif ditengah pandemi Covid-19 pada ketahanan ekonomi UMKM di Kota Pekalongan dengan tetap melakukan proses produksi dan distribusi barang kepada konsumen namun tetap mematuhi aturan Social Distancing dimana Penggunaan e-marketing melalui marketplace dianggap perlu untuk diterapkan apalagi di tengah Pandemi Covid-19 sehingga kegiatan usaha tetap berjalan dan menghasilkan nilai ekonomi. Kata Kunci: E-Marketing; UMKM;Covid-19.