Analisis strategi promosi bisnis restoran "SETARA" dalam menghadapi situasi pandemi covid-19

Khairana, Anggia Ghassani (2022) Analisis strategi promosi bisnis restoran "SETARA" dalam menghadapi situasi pandemi covid-19. Diploma thesis, Universitas Pelita Harapan.

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Abstract

Berbagai sektor industri, termasuk bisnis kuliner, mengalami berbagai gangguan karena pandemi Covid-19 ini. Sebagai sebuah bisnis kuliner, yang dilakukan adalah harus mendapatkan kepercayaan dari pada pelanggan atau konsumen dan dapat beradaptasi di era new normal. Penelitian ini bertujuan untuk mengetahui: (1) Apa bentuk strategi promosi SETARA dalam upaya untuk menarik tamu pada masa pandemic? (2) Apa saja kendala yang dihadapi oleh SETARA saat melakukan strategi-strategi promosi tersebut selama pandemic? Penelitian ini merupakan penelitian deskriptif, dengan pendekatan kualitatif. Menggunakan teknik analisis yangdikemukakan oleh Miles & Hubberman yaitu pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Penelitian ini dilakukan terhadap restoran SETARA di Banjarbaru. Subjek dari penelitian ini merupakan salah satu team Media & Marketing dari restoran SETARA, Banjarbaru. Hasil dari penelitian ini menunjukkan bahwa (1) Strategi promosi yang dilakukan oleh SETARA meliputi advertising, personal selling, sales promotion, dan publicity. (2) Kendala yang dihadapi oleh SETARA saat melakukan strategi promosi adalah dari faktor eksternal. Serta, kurangnya konten mengenai protokol kesehatan yang dipromosikan./Various industrial sectors, including the culinary business, have experienced various disruptions due to the pandemic. As a culinary business, what we have to do is gain the trust of our customers and be able to adapt in the new normal era. This study aims to find out: (1) What is SETARA’s promotional strategy in an effort to attract guests during the pandemic? (2) What are the obstacles faced by SETARA while carrying out these promotional strategies during the pandemic? This is descriptive research, with a qualitative approach. Using the analytical techniques approached by Miles & Hubberman, which is Data Collection, Data Reduction, Data Presentation, and Drawing Conclusions. This research was conducted at the SETARA restaurant in Banjarbaru. The subject of this research is one of the Media & Marketing team from SETARA restaurant. The result of this study indicates that (1) the promotional strategies carried out by SETARA includes advertising, personal selling, sales promotion, and publicity. (2) Constraints faced by SETARA when carrying out promotional strategies are from external factors. Also, the lack of content regarding health protocols.

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