Penerapan strategi promosi di masa pandemi Covid-19 guna meningkatkan penjualan produk Maxx Coffee The Breeze

Saputra, Sonny (2021) Penerapan strategi promosi di masa pandemi Covid-19 guna meningkatkan penjualan produk Maxx Coffee The Breeze. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dampak pandemi Covid-19 memengaruhi tingkat penjualan produk di Maxx Coffee The Breeze. Strategi yang dijalankan Maxx Coffee yang sekarang tidak efektif untuk menghadapi pandemi Covid-19. tujuan yang ingin dicapai dalam penelitian ini, yaitu Menemukan dan mengenali dampak pandemi Covid-19 terhadap penjualan Maxx Coffee The Breeze dan menetapkan strategi promosi yang tepat untuk meningkatkan penjualan Maxx Coffee The Breeze. Dalam penelitian ini, digunakan pendekatan penelitian kualitatif dengan metode penelitian studi kasus naratif/deskriptif. Sebagaimana pendapat (Sugiyono, 2005, hal. 21) yang menyebutkan bahwa metode deskriptif digunakan untuk menggambarkan atau menganalisis temuan penelitian.Berdasarkan hasil penelitian kualitatif dengan teknik dokumentasi dan wawancara yang dilaksanakan di Maxx Coffee The Breeze tentang penerapan strategi promosi di masa pandemi Covid-19 dapat diambil simpulan bahwa pandemi Covid-19 sangat berdampak terhadap tingkat penjualan minuman maupun makanan di Maxx Coffee The Breeze. Hal ini juga didukung oleh penerapan Pembatasan Sosial Berskala Besar (PSBB) yang menyebabkan jumlah pengunjung yang mengunjungi pusat perbelanjaan The Breeze berkurang Dengan berkembangnya media sosial di zaman sekarang ini, muncullah influencer atau content creator yang dapat dipakai jasanya untuk mempromosikan produk yang ingin ditawarkan ke masyarakat dan untuk penawaran promo iklan produk menggunakan media sosial perlu mempertimbangkan jam-jam yang sibuk di media sosial, agar masyarakat pengguna media sosial dapat melihat penawaran tersebut dan tertarik untuk membeli produk yang ditawarkan./ The impact of the Covid-19 pandemic has affected the level of product sales at Maxx Coffee The Breeze. The promotional strategy carried out by Maxx Coffee which is currently ineffective in dealing with the Covid-19 pandemic. The objectives to be achieved in this research are to find and recognize the impact of the Covid-19 pandemic on sales of Maxx Coffee The Breeze and determine the right promotional strategy to increase sales of Maxx Coffee The Breeze. In this study, a qualitative research approach was used with a narrative or descriptive case study research method. As the opinion (Sugiyono, 2005, p. 21) which states that descriptive methods are used to describe or analyze research findings. It can be concluded that the Covid-19 pandemic has greatly impacted the level of sales of drinks and food at Maxx Coffee The Breeze. This is also supported by the implementation of Large-Scale Social Restrictions (PSBB) which has reduced the number of visitors visiting The Breeze shopping center. and for product advertising promo offers using social media, it is necessary to consider busy hours on social media, so that social media users can see the offer and be interested in buying the products offered.

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