Pengalaman pelanggan terhadap brand image Pizza Hut yang menjalankan strategi direct selling dalam menghadapi masa pandemi covid-19 = The experience of customers with the pizza hut brand image that carries out a direct selling in the face of the covid pandemic 19

Isbella, Isbella (2021) Pengalaman pelanggan terhadap brand image Pizza Hut yang menjalankan strategi direct selling dalam menghadapi masa pandemi covid-19 = The experience of customers with the pizza hut brand image that carries out a direct selling in the face of the covid pandemic 19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi covid19 di Indonesia menyebabkan seluruh aspek kehidupan terdampak dan bisnis food and beverage merupakan salah satu diantaranya. Pada awal kemunculan virus ini, pemerintah Indonesia mengeluarkan kebijakan Pembatasan Sosial Berskala Besar dimana salah satu aturan dari kebijakan tersebut adalah menutup sementara tempat umum termasuk restoran. Pizza Hut merupakan salah satu restoran yang terdampak dari pandemi covid19 dan mereka melalukan strategi direct selling dengan berjualan di pinggir jalan. Dengan dilakukannya strategi tersebut secara tidak langsung dapat mengubah brand image Pizza Hut yang selama ini tertanam dalam ingatan pelanggannya. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana brand image dalam benak pelanggan terhadap Pizza Hut selama ini dan bagaimana brand image yang terbentuk pelanggan melihat strategi tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi. Pengumpulan data dilakukan dengan data primer yaitu wawancara mendalam dan data sekunder berupa studi kepustakaan. Wawancara dilakukan dengan informan yang merupakan pelanggan Pizza Hut.Hasil penelitian menunjukkan bahwa dengan strategi direct selling yang dilakukan oleh Pizza Hut tidak mengubah brand image dalam benak pelanggan hanya saja menimbulkan rasa kekecewaan dalam diri para pelanggan dengan keputusan tersebut. Meskipun begitu para pelanggan dapat memahami bahwa strategi direct selling tersebut merupakan upaya Pizza Hut agar dapat bertahan dalam masa pandemi covid19./ The Covid19 pandemic in Indonesia has affected all aspects of life, food and beverage business are one of them. Pizza Hut had to close their business due to a Large-Scale Social Restriction policy. So, to survive this condition, they pursuing a direct selling strategy by selling on the roadside. By this strategy, it can indirectly change the brand image of Pizza Hut, which has been embedded in the memories of its customers. For this reason, research is needed to find out how the brand image in the minds of customers towards Pizza Hut so far and how the brand image formed by customers sees this strategy.This study uses a qualitative approach with phenomenological methods. The data was collected using primary data, namely in-depth interviews and secondary data in the form of literature study. Interviews were conducted with informants who are Pizza Hut customers.The results showed that the direct selling strategy carried out by Pizza Hut did not change the brand image in the minds of customers, it just created a sense of disappointment in customers with this decision. Even so, customers can understand that the direct selling strategy is Pizza Hut's effort to survive the Covid-19 pandemic.

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