Empowering Women Aisyiyah Business Actors through Digital Marketing during the Pandemic Tia Muthiah Umar, Dede Lilis Chaerowati, Yulianti, Andalusia Neneng Permatasari, Kharisma Lutfiah Al Hanif , Iqbal Jamil, Nova Nurun Nadhifah, Mochamad Zulfikri Aditya Rinaldi
All Faculty of Communication Science
Universitas Islam Bandung
Abstract
Aisyiyah, as one of the women^s Islamic organizations in Indonesia, has also contributed to spreading the notion of progress for Indonesian women. The roles performed are mainly in the fields of education, health and the economy. Commitment in the economic field, especially has become an orientation for women^s empowerment, as an effort to increase women^s capacity as business actors, in order to improve family welfare. This role has become more tested during the COVID-19 pandemic crisis. The growing interest of women in entrepreneurial practices in this digital era, raises its own problems, namely how they are entrepreneurs by adapting to digital technology. Therefore, the empowerment of women by Aisyiyah is urgent to encourage capacity building of women as business actors in the context of empowering the people^s economy with readiness to adapt to the social change and demands of the era, including adapting to the development of digital technology. This paper is based on the study of digital marketing. Using descriptive quantitative research methods with female respondents of business actors from representatives of the Aisyiyah Branch Managers throughout the city of Bandung. The aim is to reveal the ability to use digital media, the ability to use a marketplace platform, an understanding of digital marketing, and an understanding of the benefits of digital media in marketing. Thus, it is hoped that Aisyiyah women who are entrepreneurs, can understand and carry out digital marketing in their entrepreneurial activities, so that they can reach a wider potential market and be able to develop their entrepreneurship as Muslim businesswomen.
Keywords: Women Empowerment, Entrepreneurship, Digital Marketing, Marketplace.
