Analisis strategi komunikasi pemasaran di masa pandemi pada outu cafe & resto = Analysis of Marketing Communication Strategy in Pandemic Times at Outu Cafe & Resto

Winata, Natanael (2022) Analisis strategi komunikasi pemasaran di masa pandemi pada outu cafe & resto = Analysis of Marketing Communication Strategy in Pandemic Times at Outu Cafe & Resto. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid-19 merupakan sebuah kejadian yang tidak terduga dan datang secara tiba-tiba. Banyak pelaku usaha yang mengalami kesulitan untuk dapat bertahan di masa pandemi ini, bahkan ada yang sampai menutup usahanya. Berbeda dengan Outu Café & Resto, yang memulai bisnisnya di tahun 2019 dengan lokasi yang cenderung kurang strategis untuk sebuah bisnis makanan dan minuman namun dapat bertahan di masa pandemi ini. Tujuan penelitian ini adalah untuk mengetahui strategi apa yang digunakan oleh Outu Café & Resto dalam mempertahankan bisnisnya di era pandemi. IMC (Integrated Marketing Communication) dan social media marketing menjadi konsep dalam penelitian ini. Metode penelitian yang digunakan adalah metode kualitatif deskriptif. Teknik pengumpulan data yang digunakan adalah triangulasi (gabungan). Setelah dilakukan wawancara dan observasi, ditemukan bahwa memadukan social media marketing dan IMC mempermudah pelanggan untuk datang dan memesan makanan secara online/offline, maupun take away. Hasil penelitian menjelaskan mengenai penggunaan IMC di era pandemi dengan beberapa penyesuaian, seperti memprioritaskan beberapa komponen IMC sesuai dengan skala prioritas strategi yang dibutuhkan. Komponen yang menjadi prioritas Outu Café & Resto adalah advertising, sales promotion, dan direct marketing./ The Covid-19 pandemic is an unexpected and sudden event. Many business actors are having difficulty surviving during this pandemic, some have even closed their businesses. This is different from Outu Café & Resto, which started its business in 2019 with a location that tends to be less strategic for a food and beverage business but can survive during this pandemic. The purpose of this study is to find out what strategies are used by Outu Café & Resto in maintaining their business in the pandemic era. IMC (Integrated Marketing Communication) and social media marketing are the concepts in this research. The research method used is descriptive qualitative method. The data collection technique used is triangulation (combined). After conducting interviews and observations, it was found that combining social media marketing and IMC made it easier for customers to come and order food online/offline, as well as take away. The results of the study explain the use of IMC in the pandemic era with several adjustments, such as prioritizing several IMC components according to the required strategic priority scale. Outu Café & Resto's priority components are advertising, sales promotion, and direct marketing.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Winata, NatanaelNIM01045180043winatanatanael@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorNaha, RambuNIDN0319029202rambu.naha@uph.edu
Thesis advisorNiyu, NiyuNIDN0324027803niu.fisip@uph.edu
Uncontrolled Keywords: Strategi komunikasi pemasaran; Pandemi covid-19; Media sosial
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 11543 not found.
Date Deposited: 08 Feb 2022 07:58
Last Modified: 08 Feb 2022 07:58
URI: http://repository.uph.edu/id/eprint/45304

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