A new decade for social changes

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A new decade

for social changes

ISSN 2668-7798

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The Changes in Business Culture after the COVID-19 Pandemic in Indonesian Perspective

H. Hamdan

Universitas Serang Raya

Email: [email protected]

I Wayan Ruspendi Junaedi Universitas Dhyana Pura

I Gusti Bagus Rai Utama Universitas Dhyana Pura

Abstract. The COVID 19 virus that hit the world not only caused damage to the health and safety of human souls but also had a very large impact on businesses in Indonesia. The impact of business is by decreasing people's purchasing power, decreasing consumers, causing companies to experience failure, and eventually terminating employment. The goal is to find out to what extent the impact of COVID 19 has changed the business culture in Indonesia. This research uses descriptive qualitative research where the research uses interview sources and the results are explored with a literature approach through expert studies and other scientists. The results of the study explain that the approach and approach taken by business people have changed, especially in the areas of sales methods, approaching buyers, and also marketing strategies.

Keyword. culture, business, COVID 19

1. Background to the Problem

The COVID 19 virus initially spread in Wuhan, China at the end of 2019 finally spread throughout the world to this day this virus has infected the world 127 countries. Launching data from the World meters website, Monday (6/7/2020), it was recorded 11,544,660. Until now, the total number of deaths caused by Covid-19 infection was 536,346 cases. On Sunday (5/7/2020), the Indonesian Government again announced 1,607 new cases of the coronavirus, bringing the total cases to 63,749. This large number of victims eventually forced each government to take extreme precautions; some countries used a lockdown system, while Indonesia used the PSBB (Large-Scale Social Restrictions) system in accordance with PERMENKES No. 9 of 2020. This rule was enforced since April 3 starting from the DKI Jakarta area. and finally, gradually all regions in Indonesia implemented the PSBB.

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This PSBB regulation ultimately limits human activities from working hours, the use of public transportation, to the enforcement of trade restriction regulations. COVID 19 and the PSBB regulations have had a huge impact on the sector business.

Demand and supply factors according to classical economists such as Adam Smith (1723- 1790), prices in the market are determined by demand and supply. According to Gregory Mankiw (2008), product demand can change if the price of the desired product increases, then demand will eventually decrease. In the case of COVID 19, the business sector experienced the impact of the reduced number of consumers due to major restrictions. People do not leave the house for fear of contracting COVID 19, so the demand for offline products has decreased drastically, but online requests have increased on the contrary. Besides that, according to Gregory Mankiw, the demand will also decrease with a decrease in one's income, the reduction in people's income because there is a reduction in income due to work from home, the salary is not paid in full even until the termination of employment (PHK) ultimately reduces people's income which means reducing demand for goods and services on the market.

This PSBB regulation made entrepreneurs choose a different method of trading before using offline ones, but during the pandemic, the entrepreneurs shifted their sales online. Online sales are only in a few sectors such as education, training, fashion, fast food, and other household necessities, while sector agriculture is not effective in using online methods. The running sector is in accordance with the law of supply according to A Paul Samuelson and William D Nordhaus (2002) that changes in supply are due to the price of goods. The price of the goods itself is influenced by factors of production prices, technology, and expectations of the public.

Today, with the internet, small and medium entrepreneurs can market their products internationally as well as buy raw materials from internationally to be resold in Indonesia simply by creating a website or by placing advertisements on internet sites indefinitely (24 hours), and of course, only customers from all over the world can access the site and make transactions online.

According to Kiril Mankovski, at times like this, the majority of people tend to choose cashless transactions for the sake of maintaining health, ”he said as a written statement received by Bisnis.com on Tuesday (14/4/2020). If you are not able to create an online site, several sites such as Bukalapak, LAZADA, SHOPEE, BLIBLI, and other sites have also provided a sales format so that it is easier to market. Regarding the adaptive shopper, since social distancing was announced, the use of shopping applications has increased by up to 300 percent. Applications that are widely used are shopping applications that sell various kinds of daily necessities as well as applications specifically for buying and selling used goods. The use of this type of application peaked on March 21-22, up to more than 400 percent (Utama, et al., 2020; Krismawintari, et atl., 2020; Komalasari, et al., 2020).

Buyer sellers are no longer limited to distance and space plus the provision of goods distribution services is very helpful for online sales such as JNE, JNT, TIKI, Express, and the provision of other goods delivery. According to the Association, the expedition business is one of the sectors permitted to operate even though there is a PSBB. In addition, the delivery of goods ranging from medical devices to basic foodstuffs is still excellent.

Nielsen's study also said that 80% of Indonesian consumers access information about Covid-19 through social media followed by television news (77%) and online search engines (56%). These three mediums are the source of information most accessed by consumers to find out about the development of Covid-19. Changing the sales method to the online method also has its own problems even though several online transportations have been assisted in increasing sales www.techniumscience.com

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turnover, but online transportation itself is not entirely operating effectively during this pandemic.

Entrepreneurs also do not all have the ability to do business online, whether this change is drastic (Utama, et al., 2020; Krismawintari, et atl., 2020; Komalasari, et al., 2020).

Cultural changes from offline to online methods still have to be done, especially in business communication, how to attract buyers, which is usually done offline to online. Online businesses are popular because of their flexibility. One does not have to be in the shop waiting for customers, but with computers and connectivity, they can sell their products throughout the country. Buyers also don't have to be tired out to buy their necessities, because by only buying online, the items they buy can be delivered directly to their home.

Based on the background of the problem above, the researcher will explore it in the research entitled "Responding to Changes in Post-COVID 19 Business Culture in an Indonesian Perspective". Based on the background of the problem above, the researchers formulated it in the formulation of the problem as follows: (1) what are the obstacles in the post-COVID 19 business strategy? (2) How has good business communication after COVID 19 spread in Indonesia?

2. Research Methods

This research method uses qualitative methods, namely research that emphasizes the use of the researcher himself as a tool. Researchers must uncover social phenomena in the field by mobilizing all their sensory functions. This research uses a phenomenological approach, in which the researcher tries to understand the meaning of events and its relation to ordinary people in certain situations. use an approach or search to know far and understand a symptom centrally by interviewing research participants or participants by asking questions in general and broad.

Sources of data collected through interviews are then described in a depiction of the social phenomena or symptoms under study by describing the variables independently, either one variable or more independent. Then interpreted in-depth. The deepening of this case can be done by the researcher himself (Self-reflection) and then described based on the research of previous scientists either through literature review or viewing journals that have been published previously (Utama and Mahadewi, 2012).

3. Discussion of Theory and Research Results 3.1 The basis of a theory

Communication in English communication comes from the Latin word communication and comes from the word communist which means the same. The same here means the same meaning.

The same thing was expressed by Hafied Cangara, communication originates from the Latin word communist which means to create togetherness or build togetherness between two or more people.

So that the conditions for communication are two or more people, meaning that communication must be able to have a partner as the interlocutor.

Practically speaking, communication is the process of delivering messages to others. The keyword in communication is the message itself. From that message a communication process begins. Communication occurs because there is a message that you want or have to convey to other parties. The message here is not limited to information, but also symbols or symbols. A symbol or symbol is something that is used to designate something else, based on the agreement of a group of people. Symbols include words (verbal messages), non-verbal behavior, and objects whose meaning is mutually agreed upon. The human ability to use symbols or symbols enables the development of language and handles the relationship between humans and objects (both real and www.techniumscience.com

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abstract) without the presence of humans and objects. Therefore, communication is also touted as a symbolic process.

So it can be concluded that communication is an activity carried out by two people to convey something positively and each message conveyed is with the intention of influencing someone with the expected target and also having the same understanding of both the massage giver and the recipient of the message itself both from the form of language. the same, or the same symbol and understood by both parties.

From the definition of communication above, it can be concluded that there are several conditions for communication, namely: (a) Sender of messages (sender), (b) There is a message sent (message), (c) How to convey a message (delivery channel or media), (d) The recipient of the message (receiver or communicant), (e) The answer from the recipient of the message (feedback).

To be able to develop the ability to communicate to be able to influence a person and the general public both personally and professionally, there are several abilities that must be possessed, such as: (a) Writing, (b) Reading, (c) Speaking, (d) Listening.

In today's life 4.0, where all activities use technology, especially social media technology, which is advancing so rapidly, we often use the above abilities as above, writing and reading something as a means to write messages and read messages either through What's Up, Facebook, Twitter, Instagram, and social media.

The reason companies implement IT in their companies is to get closer to consumers because of the ability of IT to bring distance and time closer to the company's products to consumers. This makes business in Indonesia grow. We can imagine a company that does not implement IT will only wait for the day when it goes bankrupt. Doing business by applying information technology creates wider market opportunities.

Doing business via the internet will make it easier to promote products, find consumers, and customers. There are factors that influence business development, namely: increasing business complexity which is influenced by the influence of the international economy, global business competition, IT development and growth, time utilization, social considerations, and information technology capacity which are influenced by information service capacity, interaction capacity in computer networks, data access speed capacity.

In everyday life, we often communicate both with family and with other people around us, but in professional and public communication, communication skills in addition to the above abilities must also be added to the right character so that the community knows what our identity is like, that character is like integrity. personal like honest, commitment, and responsibility.

Obstacle factors that often occur in the world of communication are as follows:

1. Technical Barriers: Technical barriers are obstacles that often occur due to the

environment or nature not wanting the communication activity, for example, rain. In this world of advanced technology, for example, messages cannot be conveyed for reasons of technological factors such as the availability of signals or applications that are not owned.

But in a sophisticated world like this, the reason the technology failed for so long maybe a catastrophic factor blocking this barrier.

2. Semantic Barriers: Semantic is the similarity of language messages in the world of education and must harmonize language according to its era. Children in the '80s must have a different language from children in 2000, or else with millennial children today, language changes are very different.

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3. Humane Barriers: These obstacles often occur because of problems from personal and other life problems that ultimately result in failure to communicate. According to Cruden and Sherman, these obstacles include the following. Barriers that come from differences in human individuals, such as differences in perceptions of both political views, ethnicity, culture, age, geography, status, listening skills, information seeking, information filtering.

According to Purwanto (2006: 4), the definition of business communication is communication used in the business world, covering various forms of communication, both verbal communication, and non-verbal communication to achieve certain goals. Basically, this business communication is divided into two things, namely verbal communication and non-verbal communication.

Business communication is any communication used to build partnerships, intellectual resources, to promote an idea; a product; service; or an organization, with the aim of creating value for the business being run. Business Communication includes comprehensive knowledge of the internal and external sides of the business. Internal communication includes communication of the vision (company/company), strategy, plans, corporate culture/culture, values , and basic principles contained in the company, employee motivation, and ideas, etc. External communications include branding, marketing, advertising, customer relations, public relations, media relations, business negotiations, etc. Whatever the form, all of these things have the same goal, which is to create business value.

But in business communication, it is not just communication but there is a persuasive communication that ultimately invites other people to buy what we are promoting or what we are selling. For this reason, a message or information conveyed must meet 7 requirements or also known as 7C, namely:

1) Completeness (Complete): All messages are conveyed insufficiently detailed form so that the business promotion we want to convey is accepted by buyers. For example in business communications starting from the smallest specs must be conveyed.

2) Conciseness (Brief): A message that can be said to be concise is a message that contains short, dense words but the information is sufficient. Therefore, the above capabilities must be added with experience, namely experience on how to promote goods in the network world.

3) Consideration (consideration): Submitting must be delivered based on careful considerations, such as time, emotion, and even word use techniques that do not offend others.

4) Concreteness (concrete): Message delivery must be complete, clear, and unchanging. If there is a change, it must be delivered in a time lag so that the customer is able to accept the changes.

5) Clarity (clarity): Sales messages must be carried out in language that is easy to understand and not so much interpretation that the business can be understood clearly.

6) Courtesy (Courtesy): Although in the world of networking you can do whatever you want, business communication must be done through courtesy, according to local culture so that your presence is easily accepted

7) Correctness (accuracy): Information submission must be conveyed carefully before making any publication so that the information we convey must be in accordance with the facts.

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The rapid development of technology allows people to communicate through various media. The challenge ahead is not just selling the company's products & services, but how to convey the message that the products or services offered can benefit many people from various cultures, backgrounds, and so on. The process of conveying the message or information can be done in one direction, such as through electronic media or print media, it can also be done in two directions (interactively) via the internet network.

Research Findings: Internet users in Indonesia are quite popular in being used as interactive media for business, but there are still many business actors who do not understand how to communicate business through this cutting-edge technology network so that business opportunities and opportunities in this networked world are still very wide open to the general public. After COVID 19 spread in Indonesia, the awareness of the importance of using the internet or network media in developing a business was getting bigger and the environmental situation that did not support selling in the middle of the pandemic offline made people choose substitutions so that they could survive, especially for small entrepreneurs. The reasons for these challenges faced by network or online entrepreneurs are as follows:

1) Trust Issues: Many Indonesians still do not believe in the truth of online sales because there are still many who fear being deceived both in terms of money and goods because they do not match the information provided by, Therefore, the need besides promotion is that integrity is not trusted by the customer once, so long as that time he will not buy any more items that we sell, there is something worse, that is, our account is reported and finally all of our good names cannot be used again.

2) Payment Problems: Payment is related to trust, therefore payment guarantees must also be made. This payment guarantee is usually carried out by trading applications, therefore if we are concerned about payment problems, it would be better if transactions are also carried out through this application, not only through our social media. The 7c character that falls into this category is concrete so that if it is unable to do a good job, the finances must be returned to the customer immediately.

3) Product info issues; This doubt arises because potential consumers cannot see the goods being sold directly so that they are not sure about the quality of the products being offered, they also doubt the truth.

The majority of consumers in Indonesia still feel safer and more comfortable in transactions that are carried out by way of direct two-way interactions. There are quite a lot of competitors from all aspects of sales at a lower price because they may not bring in goods from within the country but are imported from abroad (imports). Beginners in business, especially in online business, are as follows: Social Media Marketing System Doesn’t Go with the Plan.

"If you fail to plan, you plan to fail" this proverb shows that something without a plan will result in everything not going smoothly. Likewise, if we carry out sales, we must have a good plan.

1) Unclear Targets and Purposes: A trip without a destination is a long journey as well as in planning a sale there must be a goal such as how much we earn this month, how much do we turn out this month, how many shops should we have with a destination so our journey will be more focused. Researchers see that some people sell only because they follow the phenomenon, but after the phenomenon is gone, the business does not go well or is also just experimenting so that everything follows the direction.

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2) Lack of Material: Online businessmen sometimes do not know their products in detail, causing difficulties in explaining things to consumers, this makes consumers doubt the products being sold indirectly reducing consumer interest in buying.

3) One-way Communication: One-way communication is usually done by beginner business people; because they have not mastered a good sales and marketing system, eventually many unreadable incoming messages make sales also decrease.

4) Slow to Respond: Online businessmen must be prepared to maintain their shop because sometimes consumers need these items quickly and consumers sometimes don't have the patience, therefore they have to set up working hours so as not to the misunderstanding between the two parties.

5) Not Having a Management Team: Many orders end up making business people unable to manage their business properly such as responding to consumers or shipping goods. So that if the business is running well, it needs a manager so that the business can run well. Adding managers is part of routine expenses and also part of the risk that must be borne by business people.

6) Inconsistency: Consistency both in terms of product, delivery, and the price is a commitment that every online businessman must maintain because it becomes a businessman's brand in the network world.

3.2 Discussion

Changes in offline communication to online must be balanced with good business communication. Research conducted by researchers regarding good communication that must be done during a pandemic is as follows:

Prices

1) For certain products that are more suitable to be offered via the internet, the price should be cheaper considering that making sites on the internet is cheaper than offline prices, therefore the price survey is good offline and prices with competitors online itself must be seen not to let our prices be more expensive than the price of the same product.

2) Purchasing via the internet will always be followed by the delivery of goods to the place of the order, using delivery order fast and cheap and good integrity so as to reduce prices and make our products cheaper.

3) Show prices clearly, often researchers see traders do not include the actual price, then when someone asks, it is usually answered through a personal application. According to the researcher, this is a mistake according to the above concept, that everything must be clearly displayed incomplete and detail.

Services: This service is divided into several parts as follows::

1) Digital communication must be done in focus according to the hours set by us in the promotional media. Any information that is asked must be answered immediately, lest there is a delay in response, usually, the customer will immediately move to look for other items with a very fast response, therefore businesses in the world online must focus.

2) Delivery services: Delivery services must choose in addition to cheap ones, the seller must also choose a delivery service that always delivers the goods on time. Customers in today's era require punctuality and the speed of time is a little late which will ultimately damage our company's reputation.

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3) Delivery time: Delivery time must be conveyed clearly if it exceeds the working time it will be sent the next day or if the purchase is made on Friday then it is informed that the goods will be delivered on Monday according to the delivery service working hours.

4) Guarantee service: Problems when selling online are sometimes not only sold but also sometimes by delivery services. For example, if the goods are lost after being sent to the delivery service, the consequence is that at the time of replacement, they will require additional ones, which will make the customer disappointed. Then the guarantee is a refund to the customer even though in the end the goods will arrive at the customer, it must be part of risk management that must be accepted by the seller.

5) Promotion/Marketing: Marketing Management according to Philip Kotler (1996: 14)

"Marketing management is the process of planning and implementing the conception, pricing, promotion and distribution of ideas, goods and services to produce exchanges that meet the goals of individuals and organizations".

The main engine is the promotion in online media but with the rapid development nowadays promotion is very easy to do anywhere at any time using smartphones and internet media. The ease of this promotion finally makes the seller have the following mistakes:

1) Promotion using a personal account: At the beginning of marketing, if the facilities have not been fulfilled, to have a business account or separate sales using a special smartphone for sales. However, if you already have a trade, it would be nice if your personal activities or personal complaints are not always raised in that personal account. Oftentimes the researcher sees them selling, on the other hand, he is complaining so that people are not interested in the complaint.

2) Promotion must be in accordance with courtesy: Even though it can be done easily, it would be better if the promotion is not done every time or every day. Researchers often find promotions that are carried out every day, usually through private broadcast accounts. The private broadcast ultimately discourages people from buying or viewing sales pitches.

3) Involvement with one party or partial: politics Thein Indonesia warmth also affects our warmth in the state; our society is boxed in an extreme way. Therefore, if the promotion uses a personal account it would be better not to promote parties of certain or certain ethnic groups. It's different if our products are partial, but if our products are general then this should be avoided by the sellers on their social media.

4) Promotion starts from itself: Promotion would be nice to start from ourselves. Oftentimes we promote certain items but the seller himself doesn't even have it. don't use it. So the standard of comfort and convenience is ourselves and the environment closest to ourselves such as family or residents around us so that sales targets will be very fast because we already have a brand image.

5) Promotion with a giveaway: financing this promotion must also be allocated in an online business giveaway this as well as promoting the items we will sell we can set aside from the sales bonus. In particular, resellers often use bonuses for resellers who meet the target. This will increase people interested in our sales account.

6) Promotion with short language and has an attractive tagline so that customers can easily remember what we are selling.

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4. Conclusion

From the results of the above research, it can be concluded that the changes that occurred after COVID 19 in the first business were changes in methods carried out from offline to online.

Changes in the communication culture that is usually offline into online must also adjust to what is done in the community so that it can increase sales turnover. Changes also occur in the approach strategy to customers so that sales and promotions can be accepted by the seller. All of these changes can be concluded that the communication of all changes is still within the scope of communication, especially business communications.

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