Analisis strategi komunikasi pemasaran dalam mempertahankan bisnis kecantikan Rhed skincare clinic dimasa pandemi covid-19 = Marketing strategy analysis in maintaining The Rhed skincare clinic beauty business in the pandemic time covid-19

Indirasari, Prima (2021) Analisis strategi komunikasi pemasaran dalam mempertahankan bisnis kecantikan Rhed skincare clinic dimasa pandemi covid-19 = Marketing strategy analysis in maintaining The Rhed skincare clinic beauty business in the pandemic time covid-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri kecantikan yang tumbuh dengan cepat di Indonesia beberapa tahun belakangan ini, mengakibatkan persaingan ketat bisnis di bidang ini. Pandemi COVID-19 yang terjadi hampir sepanjang tahun 2020 ini merupakan pukulan bagi industri yang bergerak di bidang klinik kecantikan, termasuk Rhed Skincare Clinic. Menyadari bahaya penyebaran jenis virus ini mengakibatkan konsumen takut datang ke klinik untuk melaksanakan perawatan atau treatment dan lebih memilih melakukan perawatan sendiri di rumah . Agar bisnis tetap beroperasi maka Direktur Rhed Skincare Clinic membuka layanan inovasi homecare (perawatan di rumah pasien). Perusahaan melakukan strategi dengan bauran pemasaran (marketing mix) meliputi produk, harga, promosi dan tempat. Pelaksanaan treatment dilakukan oleh dokter yang berpengalaman sehingga hasilnya memuaskan konsumen maupun pemasukan perusahaan. Dari segi harga, Rhed Skincare Clinic memberikan harga kompetitif dan kualitas bahan yang bagus dan melakukan promosi dengan memberikan paket promo yang menarik untuk meningkatkan gairah konsumen. Dalam melaksanakan treatment, Rhed Skincare Clinic memberikan layanan homecare dengan tetap mematuhi protokol kesehatan seperti menggunakan APD, masker, pengatur suhu, hand sanitizer, alat sekali pakai dan didahului wawancara oleh dokter yang telah ditetapkan sehingga memberikan rasa aman dan nyaman dan kepuasan pelanggan / The beauty industry has grown rapidly in Indonesia in recent years, resulting in an intense business competition. However, the COVID-19 pandemic outbreak in 2020 was a blow to the industry engaged in beauty clinics, including Rhed Skincare Clinic. Realizing the danger of spreading this type of virus causes consumers to be afraid to come to the clinic to carry out treatment or treatment and prefer to do their own treatment at home. In orderto continue the life of its operating business \, the director of Rhed Skincare Clinic came up with an innovation service homecare (patient homecare). The company carries out a strategy with a marketing mix (marketing mix) including product, price, promotion and place. The treatment is carried out by experienced doctors so that the results are satisfactory to consumers and company income. In terms of price, Rhed Skincare Clinic provides competitive prices and good quality ingredients, and carries out promotions by providing attractive promo packages to increase consumer excitement. In carrying out treatment, Rhed Skincare Clinic provides services homecare while adhering to health protocols such as using PPE, masks, temperature control, hand sanitizers, disposable tools and preceded by interviews by predefined doctors so as to provide a sense of security and comfort and customer satisfaction

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