E-COMMERCE AS AN EDUSYIARPRENEUR STRATEGY FOR UMKM PRODUCTS DURING THE PANDEMIC IN BOGOR CITY (Gonjleng Rice-Trash Can-Drill Technique)

This study aims to discuss the creative economy business development strategy for UMKM products, namely the Drill Technique -Rice Gonjleng-Trash Can in Bogor City with an e-commerce platform. This was done considering the rapid development of technology and the pandemic period, which made all economic activities mostly carried out online. With so many types of UMKN businesses in the city of Bogor, creative businesses are needed to continue to survive and better adapt to technological developments. The research method uses SWOT analysis by conducting field surveys and interviews in collecting product data in terms of strengths, weaknesses, opportunities and threats. The results obtained from this study are; First, on the Drill Engineering product, we carry out an e-commerce strategy by developing the web and also content on the Instagram platform. In the future, it will expand with studies on promotion-based drilling on YouTube. Second, the Rice Gonjleng product, whose marketing system still uses traditional methods, namely word of mouth. Sellers have not been able to market it more broadly with an e-commerce platform, so that during this pandemic the income from the sale of Rice Gonjleng was assessed to have decreased. Third, the trash can product has adopted an e-commerce strategy on the Bukalapak platform; however, it still requires updating in terms of product specifications and promotions. Edusyiarpreneur is a concept of education and communication through da'wah and culture, as well as entrepreneurial value. So, the product produced must also contain education, da'wah apart from having economic value.