Sustaining Taipan Restaurant brand existence in Medan during Covid-19 pandemic: a case study

Winata, Winnie (2021) Sustaining Taipan Restaurant brand existence in Medan during Covid-19 pandemic: a case study. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The so-called Covid-19 (Corona Virus Disease 2019) is discovered in Wuhan, China. According to the World Health Organization, the virus is commonly transmitted through droplets or saliva from the affected person. It mainly affects respiratory system as the common symptoms vary such as sore throat, dry cough, difficulty in breathing, easily fatigue, and more. It has escalated quickly and become an international health and safety threat. This pandemic affects tremendous number of business and industries and many changes have to be done in order to survive and overcome the given situation. Nowadays, even before the pandemic, preserving a brand’s name is already a challenge. This research is made to understand how Taipan Restaurant as a Chinese restaurant that has been operating for more than a decade in Medan is affected by the Covid-19 pandemic and sustaining brand in pandemic situation through digital platforms. This research’s design is chosen to be qualitative approach with data collection of interview, case study, documentation towards the object of research. The result indicate that Taipan Restaurant did struggle with the threatening situation given as the sales decrease but not drastic. Taipan Restaurant also believes that the establishment excels in becoming a trendsetter in the food and beverage business in Medan along with providing excellent and consistent service to the customers. In order to sustain the brand, online presence is very much important to Taipan Restaurant. The conclusion is, online presence is essential for business runner to grow and keep up moreover in this pandemic situation, online approach can be more intense than ever even for a offline establishment. Utilizing social media platform wisely supports in maintaining brand’s exposure and brand existence. / Corona Virus Disease 2019 atau yang lebih dikenal dengan Covid-19 ditemukan di Wuhan, China. Menurut Organisasi Kesehatan Dunia, virus tersebut biasanya ditularkan melalui tetesan atau air liur dari orang yang terjangkit virus ini. Virus ini mempengaruhi sistem pernapasan, gejala umumnya bervariasi seperti sakit tenggorokan, batuk kering, kesulitan bernapas, mudah lelah, dan lainnya. Virus ini meningkat cepat dan menjadi ancaman kesehatan serta keselamatan internasional. Pandemi ini mempengaruhi banyak bisnis dan industri serta banyak perubahan harus dilakukan untuk bertahan dan mengatasi situasi yang ada. Saat ini, bahkan sebelum pandemi, mempertahankan eksistensi merek sudah menjadi sebuah tantangan. Penelitian ini dilakukan untuk mengetahui bagaimana Taipan Restaurant sebagai restoran makanan Chinese yang telah beroperasi lebih dari satu dekade di Medan dipengaruhi oleh pandemi Covid-19 dan mempertahankan brand dalam situasi pandemi melalui platform digital. Desain penelitian ini dipilih dengan pendekatan kualitatif dengan pengumpulan data wawancara, studi kasus, dokumentasi terhadap objek penelitian. Hasil penelitian menunjukkan bahwa Taipan Restaurant berjuang dengan situasi yang mengancam karena penurunan penjualan tetapi tidak drastis. Taipan Restaurant juga percaya bahwa perusahaannya unggul dalam menjadi trendsetter dalam bisnis makanan dan minuman di Medan seiring dengan memberikan layanan yang sangat baik dan konsisten kepada pelanggan. Untuk mempertahankan merek, kehadiran online sangat penting bagi Taipan Restaurant. Kesimpulannya, kehadiran online sangat penting bagi para pelaku bisnis untuk tumbuh dan bertahan terlebih lagi dalam situasi pandemi ini, pendekatan online bisa lebih intens dari sebelumnya bahkan untuk bisnis offline sekalipun. Memanfaatkan platform media sosial dengan bijak mendukung dalam menjaga eksposur merek dan keberadaan merek.

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