AN ANALYSIS OF IMPACT OF COVID-19 PANDEMIC ON SOCIAL AND ECONOMIC MARKETING ANOMALES IN INDONESIA

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Suroyo

(Lecturer at Mitra Karya University, Bekasi)

INTRODUCTION

Corona virus or severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) is a virus that attacks the respiratory system. The disease caused by this infection called Covid-19 corona virus can cause respiratory system disorders, acute pneumonia, until death. Corona virus is a new type of coronavirus that is transmitted to humans. This virus can affect anyone, babies, children, adults, the elderly, pregnant women, and nursing mothers. This virus is called COVID-19 and was first discovered in the city of Wuhan, China at the end of December 2019.

This virus is transmitted very quickly and has spread to other regions in China and even to
several other countries, including Indonesia. This is what makes several countries abroad
implement policies to impose Lockdown in order to prevent the spread of the Corona virus. But not with Indonesia, so far our country has not implemented a lockdown system like other countries. The Task Force Expert Team for the Acceleration of Covid-19 Handling, Wiku Adisasmito said, the reason why the Indonesian government did not implement a lockdown or quarantine area. This is related to the state of the people’s economy.

What are the causes of social anomalies and irrational tendencies in our society? In sociology, social anomaly behavior is usually termed deviant life style. In the Sociology perspective there are at least a number of approaches to explain the roots of the emergence of deviant life style or what I term it with social anomalies and irrational tendencies.

LITERATURE REVIEW

Parwitaningsih (2019) in the Introduction to Sociology explains that there are four perspectives to explain the occurrence of deviant behavior based on the backgrounds of the schools in Sociology. First, structural perspective. Emile Durkheim describes a situation called Anomie which refers to a situation without norms and directions due to a mismatch between cultural expectations and social reality. When there is a social change the community does not feel confident by doing old values and norms. While Robert Merton said that Anomie appeared because of frustration with individuals because they could not get what they wanted legally. Because there is no chance to do so, the individual takes deviant actions.

Second, the perspective of cultural transmission. According to this theory deviant behavior
occurs due to the process of transmission (transfer) of deviant culture from one individual to another individual either directly or indirectly. Edwin H. Sutherland coined the term diffrential association to explain the actions of individuals doing deviations because they participated in an environment where deviant techniques and behavior were clearly demonstrated

Third, conflict perspective. According to this theory, deviant behavior due to the actions of the authorities or the government or parties of high social status who impose their desires in the social and economic and political systems so that they tend to benefit themselves and harm other parties in this case those who are marginal groups, thus causing resistance as a form of deviant behavior. Richard Quinney explained that in order to understand deviant behavior in the form of crime, an analysis of the political economy of the Capitalist community is needed because the state tends to serve and protect the interests of the Capitalists so that crime is a political action inherent in the regulation of society. Social crime in society as a form of deviant behavior is the fruit and reaction to the crime of Capitalism

Fourth, labeling perspective. Smelser explained through his theory that deviant actions or
behaviors occur because of labeling (stamps, stigma) by the community to individuals so that individuals who receive labeling tend to continue their behavior which makes it an inherent part of Fourth, labeling perspective. Smelser explained through his theory that deviant actions or behaviors occur because of labeling (stamps, stigma) by the community to individuals so that individuals who receive labeling tend to continue their behavior which makes it an inherent part of themselves.

If we highlight the symptoms of social anomalies and irrational tendencies from a structural
perspective as reviewed by Emile Durkheim above, it seems clear to us that the social changes that have occurred since the Reform Order are not directly proportional to the readiness of the government and the community in anticipating various social changes. This unpreparedness causes culture shock or culture shock. Clashes occur between old values and social change that is so fast. When the community does not get a way out with the old values that he believes so far, then they will take anomalous and irrational actions or deviant behavior as a solution. What we have experienced lately is approaching what Durkheim termed as an anomie or situation without clear rules.

When the law is not fully enforced, then acts of legal anarchism, aka executions outside of
official law, will be increasingly rampant in our society. When the social control system of
society is not contextual and tends to be conservative, various acts of crime such as drugs, free sex, vigilantism, anarchy will become increasingly severe. Synergistic and comprehensive efforts are needed by both the central and regional governments and formal institutions related to even elements of society to overcome social anomalies and increasingly alarming irrational tendencies.

From the legal aspect, legal regulation is needed to provide space for government officials to be more courageous in implementing legal sanctions without being threatened by a new
instrument called Human Rights. The authorities appear to be hesitant to apply legal sanctions when the issue of Human Rights is used as a tool to disarm their authority. Human Rights are needed to suppress the level of repression of the state apparatus when taking action in the name of the law, but do not let the issue of Human Rights become a new tool that disrupts the authority and coercive function of the state apparatus in this case the police. Even though the current revised KUHP articles by the Government are accused of reviving rubber articles which would limit freedom (Threats in Rubber Articles, Kompas 8 April 2013, p. 1), this effort should be put in the corridor of security restoration and anticipation of social anomalies and irrational tendencies are increasingly rampant. What does it mean for a country without the authority of its state executor?

From a psychological aspect, early prevention of social anomalies is needed by involving
psychologists to provide community guidance in several health centers. This effort has been made even though it is only in the Jakarta area, namely 13 of the 44 existing Puskesmas. The placement of psychologists in several Puskesmas was explained by the Chairperson of the Indonesian Psychological Association Psychology Association (IPK-Himpsi), Kasandra Putranto, “deviant behavior, disregard for moral and ethical norms, mental disorders, as well as heinous crimes indicate a high level of inhumanity of the community” (DKI Prepare Psychologists at the Puskesmas, Kompas 21 March 2013, page 1). It is hoped that the effort to place psychologists will be expanded in various regions that are suspected of having a high level of vulnerability in social anomalies and irrational tendencies.

From the sociological aspect, various preventive actions are needed in the community through community learning forums, social gathering meetings, PKK meetings by conducting simple studies for the community about the dangers of drugs for young people, efforts to anticipate acts of terrorism, strengthening the functions and roles of nuclear families, etc. This activity can work together and involve a number of speakers both from the police, medicine, or social activists. Of course the implementation is not every meeting but in certain monthly periods and presented in a way that is simple and non-formal and interesting.

From the sociological aspect, various preventive actions are needed in the community through community learning forums, social gathering meetings, PKK meetings by conducting simple studies for the community about the dangers of drugs for young people, efforts to anticipate acts of terrorism, strengthening the functions and roles of nuclear families, etc. This activity can work together and involve a number of speakers both from the police, medicine, or social activists. Of course the implementation is not every meeting but in certain monthly periods and presented in a way that is simple and non-formal and interesting.

TYPES OF ANOMALIES

1.Data anomalies: Data anomalies are unexpected deviant data arising from certain
processes.

2.Water anomaly: Water anomaly is irregular water in the process of shrinking and
expanding, ie if the water is heated to above 4 degrees Celsius the water will expand, but the water actually shrinks if heated between 0 degrees Celsius to 4 degrees Celsius.

3.Market anomaly: Market anomaly is a phenomenon in the market where there are
things that are not supposed to or there is a situation that deviates from the efficient
market hypothesis. Some examples of market anomalies Firm Anomalies Seasonal
Anomalies Event Anomalies Accounting Anomalies Accounting Anomalies

4.Weather Anomaly: Weather anomaly is a condition of irregular weather that deviates
from its normal state on average. In short, the meaning of the weather anomaly is an
unusual weather phenomenon. Examples of weather anomalies: snowstorms that hit
South America.

5.Anomalies in the medical world: Insertion anomalies: Insertion anomalies are errors or
errors that occur as a result of operations to insert records in a relation. Deletion
anomaly: A deletion anomaly is an error or error that occurs as a result of a delete
operation on the record of a relation. Rejuvenation Anomaly: Rejuvenation anomaly is
an error or error that occurs as a result of the operation of changing records of a
relation.

CORONA IMPACT ON ECONOMIC ANOMALY

President Jokowi mina so that the impact of corona on the real sector is studied. This is because corona is a national disaster that has a systematic and massive impact on the real and monetary sectors. Besides that, covid-19 is a new experience for all of us. So its influence on the real sector needs to be known its significance in direction and magnitude. The researcher is of the opinion that co-19 negatively affects the real sector through a reduction in national production due to CBSW, which in turn will reduce mainly the income of workers and ultimately has an impact on the decline in public consumption in the real sector. The first production to be negatively affected by the PSBB was the tourism service sector and its derivatives, including hotels, transportation, restaurants, followed to other sectors causing the aggregate demand and supply to decrease significantly. The policy that needs to be implemented by the government in the real sector is to continue to run national production through small-scale social restrictions (PSBK) and not vice versa, namely PSBB as it is currently happening. PSBB in the form of working at home, studying at home should not be congested, maintaining physical distance, which applies in a wide area is a strange policy that makes the world go bankrupt. This policy was widely apprehended by workers throughout the world, as happened in the United States and
Europe. The PSBB policy also does not guarantee that Covid-19 will end soon nor does it
guarantee that public welfare will increase. Returning to the President’s invitation to study the impact of co-19 on the real sector, the government should conduct CBSS and continue to encourage the community to continue producing optimally.

Widoro (2020) In the midst of the growing Covid-19 epidemic raises the question of how
business can continue to run, how marketing can continue to run amid economic pressures
whose development is staggered and tends to decline. When the space for movement continues to be limited due to the PSBB policy or quarantine, this epidemic has almost no industry that is not affected, although there are some industries that can survive, such as agricultural products, livestock and plantations. While there are still industrial sectors that have become “winners” as well as industries engaged in the information technology and telecommunications sectors, health, food industry, retail and freight forwarding services.

Economic pressures amid the current pandemic are forcing all industries to continue searching for accurate marketing ideas to stay afloat. This is certainly the biggest challenge of various industries. Some related ideas persist in the midst of the pandemic, as follows Moment building internal company solidarity. The initial challenge is how management continues to build open communication while providing motivation to all employees regarding scenarios for the impact of the pesticide on their industry or company. Communication with all levels is expected to bring up product development and innovation ideas that make consumers to continue to buy the products we market. One of the notes in the midst of this epidemic is that it will certainly change consumer priorities, such as those related to safety and health to consumers, to disease transmission. So as to build solidarity and empathy in the company internals to keep producing well.

Limitation of distance or social distancing pushes people to change the pattern of
communication relations. The simplest thing with the WFH (work from home) policy is to
encourage more people to use information and telecommunications technology for meetings or meetings both internally and with business partners. The increasing use of information technology and telecommunications requires that our products are available and are easily found online. Marketing by utilizing online search engines, either utilizing social media or promoting through social media, creating web sites or selling products through market places such as bukalapak, tokedia, or other online stores.

However, it should also be noted that in the context of service companies must open
communication directly with consumers both to handle complaints or promotions, bookings or other communications, both telephone and email media, by utilizing applications such as
whattsaps, lines or other applications. The desire to provide the best service for customers or consumers is certainly one of the missions of all companies, providing the best service is
certainly part of efforts to build customer loyalty, either by giving discounts or other incentives to consumers

This is certainly not easy in the current economic pressure situation, but it is important to
continue to educate consumers and build a company image while paying attention to
consumers, so they remain safe, comfortable and confident of getting the best products when doing business with you. Companies are challenged to be able to provide services not just to seek and obtain maximum profits but to provide certain services to the public or consumers, the company is expected to show social responsibility.

CORONA IMPACT ON MARKETING ANOMALIES

The corona period had an impact on justice which could be seen from the corona victims, regardless of ethnicity, religion, race or class. Both rich and poor, smart or stupid, all can be exposed to corona. Then fair marketing can be applied through social media with the principle of fairness to serve all segments of the community without regard to where the market consumer segments come from.

Corona generally targets all groups of people. But those who are able to survive from corona are those who faithfully stay at home, faithfully wash their hands with soap, keep their distance, and be loyal not to flock. So marketing loyalty in the Corona period is marketing products and or services with a focus on loyal customers. This means that the marketing strategy is carried out by market development focused on loyal customers.

The Corona period brought all the governments of the world to powerless conditions. Even the United States became the corona victim with the highest number of victims compared to other countries. No more arrogance. So marketing in the Corona period must be able to change the arrogant character into a humble character in marketing products or services. Among other things by transferring the function of marketing products or services that are now a market trend, such as switching to marketing medical devices.

The corona period is a time when humans believe that a dangerous virus spreads quickly and deadly. The ability of corona to make humans believe is truly amazing. Faithful marketing is a product development strategy that instills consumer confidence in the product or service being marketed. Among other things with the right delivery of products, on time, and without customer complaints.

The corona period is a time when humans return home. Work and study at home together with loved ones. Therefore, the atmosphere of love must be increasingly maintained in the long run. Love marketing is implementing a family market development strategy that has a unity in consuming the products offered. This focus on segmenting the family market in the future needs to be developed.

The corona period is a period where humans expect the spread of the plague to end soon. The situation is expected to be normal as before the plague spread throughout the world. Expectancy marketing is a marketing strategy that brings change for the better for consumers. Marketers must give better promises and give new hope to consumers.

Mahzi Abuzar Farankhan (2020) wrote the brand anomaly in marketing products in the midst of the 19th plague as follows: electronic products. They can open shopping services from home, through digital platforms. Retail businesses can open message delivery services for optimization. Or even swerving like a cosmetics company that launches hand sanitizer products and directly
marketed nationally through modern retail networks and marketplaces.

Business education, now has made learning services from home. Where students are given
access to learn from home through applications that facilitate students in learning. In a way to use social media like whattshap, or can also use Google classroom. Even some schools like the school that at this time I teach schools using the system through WAB, with e-learning methods, so that it can facilitate the school to monitor the activities of the teachers and the activeness of students in teaching and learning activities in the wab.

Business training, can now directly adapt to making training or webinars that can be accessed through video conferencing applications. 5. Some hotel brands have now changed hotel room facilities as a resting place for medical personnel and others. In the midst of a pandemic like this, of course, brand practitioners must be wise in allocating campaign funds. Where creativity when branding is absolutely must be done, especially when working from home like this.

To succeed in marketing programs in the Corona period, brand actors must coordinate intensely with their distributors, agents and retail sales networks, and other stakeholders. This is done to achieve the expected targets and ensure the availability, ease and smooth distribution channels.

THE IMPACT OF CORONA AGAINST SOCIAL ANOMALY

Karina Eka Putri (2020) believes that in Indonesia many work relying on daily wages, it is one of the concerns of the government so that economic activity can continue to run. For this reason, the government urges the public to limit social interaction or social distanding related to the spread of co-19. This was also supported by the policy of each regional head, including dismissing schools and temporarily closing tourist attractions, and temporarily closing factories to prevent / inhibit the spread of the covid-19 virus.

Lockdown means limiting an area or region and that has economic, social and security
implications. Therefore, the policy to implement lockdown activities cannot be implemented at this time. But some schools, tourism sites and factories have been temporarily closed. As a result of the spread of the virus the students and students were dismissed until the specified time, the students were not solely on vacation because they were also given the obligation to study at home. They are given homework and study online. This becomes an additional task for parents, because they have to monitor children’s learning development at home.

Tourism sites have also been temporarily closed, to break the chain of the spread of the covid- 19 virus. As a result, these places of tourism suffered losses. Because tourist attractions are quiet visitors but the tour must still meet operational costs. In some areas garment factories have to be closed, because orders or orders have become limited due to the covid-19 outbreak. There are some factories that dismiss all of their employees, but there are also factories that provide policies that only a part of the employees are home, the employees will be called back when the orders / orders in the factory have returned to normal.

For employees or workers who are laid off, they do not get a salary as long as they are laid off, as a result the economic situation of the employees or workers is deteriorating. This situation causes an increase in unemployment, although only temporarily still for the laid-off employees they lose their jobs and source of income for a while. One of the reasons why factories dismiss their employees is because a lot of the raw materials needed come from abroad such as China and other countries. But there are some factories that still employ their employees as usual.

Although they can still work and have income as usual, but the risk they bear is also very high, in terms of the economy they may be fulfilled but the health risks they bear are also very high. Because they still have to do activities in a room with a lot of people in it. One of the garment factories in Sukabumi, for example, some of its employees were laid off because the company’s orders were down due to the corona virus pandemic. And one of the factories in the Bekasi area which dismissed its employees to prevent the spread of the covid-19 virus. But there are also some factories that are forced to cut off work relations (layoffs) because the company is delaying production due to the corona virus pandemic.

The impact of the spread of this virus also has an impact on the economy of the community, for example, the visit of consumers to shopping centers has decreased. Some consumers prefer to shop online to avoid the burden of this virus. As a result, markets and shopping centers become empty of visitors. According to medical experts the spread of the Covid-19 virus is very fast, because the Covid-19 virus transmission is often unintentionally done, for example transmission through objects is a medium that can be a massive mode of transmission. According to research Covid-19 can survive three days by sticking to the surface of the object.

Goodness is not something that is Objective, it becomes an increasingly unique perspective just like the uniqueness of the highly de-differentiated side of the human, this then causes people to have to try again to open all the insights and thoughts about what is good is good and true so that it can be called a good.

Maybe this is a logical consequence of the advancement of an information age, the benchmark of values and norms is no longer on the Primordial foundation that has ever existed (Religion and social norms in accordance with the custom of diversity in diversity) but changes to a large flow of information that cram people every day This is an anomaly for some of us about something of value.

CONCLUSION

The impact of the Covid-19 Pandemic on social and economic marketing in Indonesia is
inseparable from the media that plays a strategic role in the life of the state to become a forum for communicating information to people who no longer hold to the principle of social
responsibility. It does not intend to generalize to all media but there is a tendency in which the flow of information disseminated by the mass media, be it printed, electronic or digital, is more of a tendentious propaganda effort in the interests of capitalism, advertisements that are wrapped with neat information so that it is impressed anything is something that is good for us to accept, and at the same time our society which tends to be consumptive and less critical of the incoming information flow actually swallows raw the existing information flow.

 

CONCLUSION

The impact of the Covid-19 Pandemic on social and economic marketing in Indonesia is
inseparable from the media that plays a strategic role in the life of the state to become a forum for communicating information to people who no longer hold to the principle of social
responsibility. It does not intend to generalize to all media but there is a tendency in which the flow of information disseminated by the mass media, be it printed, electronic or digital, is more of a tendentious propaganda effort in the interests of capitalism, advertisements that are wrapped with neat information so that it is impressed anything is something that is good for us to accept, and at the same time our society which tends to be consumptive and less critical of the incoming information flow actually swallows raw the existing information flow.

BIBLIOGRAPHY

http://teguhhindarto.blogspot.com/2013/04/anomali-social-dan-tendensi-tendensi_25.html

https://www.liputan6.com/citizen6/read/3871136/anomali-is-oddity-example-cases-and- macam-macam-shaping- https://shopee.co.id/Books-Introduction- Sociology-By-Parwitaningsih-i.127933584.2039093180

https://www.kompasiana.com/tedihendratno/54f5ccb0a33311161f8b458c/social-anomali

https://sukabumiupdate.com/detail/bale-warga/opini/68110-Dampak-Pebarebar-Virus-Covid- 19-Tadapadap-Life-Social.[]

(Red)

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