Strategi komunikasi pemasaran bisnis keluarga yang bertahan dalam masa pandemi covid-19 (studi kasus Spinning Reel Beach Cottages)

Kurniawati, Septi Rahayu (2022) Strategi komunikasi pemasaran bisnis keluarga yang bertahan dalam masa pandemi covid-19 (studi kasus Spinning Reel Beach Cottages). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid-19 yang terjadi pada Tahun 2019 akhir sampai 2021 memberikan dampak yang besar terhadap perekonomian dunia. Resesi yang terjadi sangat dirasakan oleh para pemilik bisnis dan para pekerja yang mengakibatkan berbagai bisnis dari berbagai sektor mengalami kebangkrutan. Banyak pemilik bisnis yang memilih untuk melakukan pengurangan pegawai dan pemotongan gaji karyawan demi bertahan di masa Pandemi Covid-19. Di sektor bisnis keluarga terdapat upaya-upaya lain yang dilakukan untuk bertahan di masa Pandemi Covid-19 dengan atau tanpa melakukan pengurangan pegawai. Penelitian ini bertujuan untuk mengetahui bagaimana bisnis hotel keluarga Spinning Reel dapat bertahan dalam menghadapi Pandemi Covid-19 dengan melakukan strategi marketing komunikasi yaitu dengan membangun komunikasi dengan pelanggan secara langsung maupun media sosial Instagram. Penelitian ini menggunakan pendekatan kualitatif untuk memperoleh gambaran secara mendalam dengan metode penelitian studi kasus yang ditulis secara deskriptif. Teori yang dipakai dalam penelitian ini adalah konsep strategi komunikasi pemasaran terpadu. Sumber data primer dalam penelitian ini adalah wawancara. Peneliti melakukan wawancara dengan tiga informan utama yaitu pemilik Spinning Reel Beach Cottages, manajer teknik dan manajer media sosial. Berdasarkan hasil wawancara peneliti menemukan bahwa asuransi pariwisata, tidak adanya hutang bank, strategi perang harga, kerjasama dengan agensi pariwisata lokal,dan melakukan strategi komunikasi pemasaran yaitu word of mouth, advertising dengan metode personal selling dan digital marketing memiliki peran yang sangat besar dalam membantu Spinning Reel bertahan di masa Pandemi Covid-19./ The Covid-19 pandemic that occurred in late 2019 to 2021 had a major impact on the world economy. The recession that occurred was felt by business owners and workers, which resulted in various businesses from various sectors experiencing bankruptcy. Many business owners choose to reduce employees and cut employee salaries in order to survive during the Covid-19 Pandemic. In the family business sector, other efforts were made to survive during the Covid-19 Pandemic with or without reducing employees. This study aims to find out how the Spinning Reel family hotel business can survive in the face of the Covid-19 Pandemic by implementing a marketing communication strategy, namely by building direct communication with customers and their social media Instagram. This study used a qualitative approach to obtain an in-depth description using a case study research method written descriptively. The theory used in this research is the concept of an integrated marketing communication strategy. The primary data source in this study is interviews. Researcher’s conducted interviews with three main informants namely the owner of Spinning Reel Beach Cottages, the engineering manager and the social media manager. Based on the results of interviews, the researchers found that tourism insurance, no bank loan, price war strategy, collaboration with local tourism agency, conducted the marketing communications strategies, namely word of mouth, advertising with personal selling method and digital marketing, had a very large role in helping Spinning Reels survive during the Covid-19 Pandemic.

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