Hasan, Muhammad Juandri and Dr. Ika Ruhana, M.Si and Novita Rosyida, S.Si, M.Si (2022) Strategi Pemasaran Dalam Meningkatkan Penjualan Di Cafe Waroenk Rakyat Pada Pasca Pandemi Covid-19. Diploma thesis, Universitas Brawijaya.
Abstract
Pandemi Covid-19 memberikan banyak dampak terutama bagi bidang ekonomi. Kebijakan-kebijakan mengenai pembatasan sosial seperti PSBB (Pembatasan Sosial Bersala Besar) dan PPKM (Pemberlakuan Pembatasan Kegiatan Masyarakat) ternyata memberikan dampak bagi kemerosotan ekonomi. Hal tersebut dirasakan oleh UMKM-UMKM di Indonesia salah satunya adalah Cafe Waroenk Rakyat yang merasakan berkurangnya pendapatan mereka saat pasca pandemi Covid-19. Penelitian ini bertujuan untuk mengetahui strategi pemasaran yang digunakan oleh Cafe Waroenk Rakyat khususnya saat pasca pandemi Covid-19. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. metode pengumpulan data pada penelitian ini menggunakan observasi, wawancara, dan dokumentasi. Kemudian data akan dianalisis menggunakan teknik reduksi data, penyajian data, dan menarik kesimpulan. Hasil penelitian ini ditemukan bahwa Cafe Waroenk Rakyat menggunakan strategi pemasaran atau strategi pemasaran 7P yang terdiri atas produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Namun pada pasca pandemi Covid- 19, Cafe Waroenk Rakyat memaksimalkan strategi pemasaran pada bidang promosi dengan memanfaatkan sosial media.
English Abstract
The Covid-19 pandemic has had many impacts, especially on the economic sector. Policies regarding social restrictions such as PSBB (Large-scale Social Restrictions) and PPKM (Implementation of Restrictions on Community Activities) turned out to have an impact on the economic downturn. This has been felt by SMEs in Indonesia, one of which is Cafe Waroenk Rakyat, who have experienced a reduction in their income during the post-Covid-19 pandemic. This study aims to determine the marketing strategy used by Cafe Waroenk Rakyat, especially during the post-Covid-19 pandemic. The type of research used in this research is qualitative research. data collection methods in this study using observation, interviews, and documentation. Then the data will be analyzed using data reduction techniques, data presentation, and draw conclusions. The results of this study found that Cafe Waroenk Rakyat uses the 7P marketing mix which consists of product, price, place, promotion, people, process, and physical evidence. However, after the Covid-19 pandemic, Cafe Waroenk Rakyat maximized its marketing strategy in the field of promotion by utilizing social media.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0522170052 |
| Uncontrolled Keywords: | Strategi pemasaran, penjualan, pasca pandemi, covid-19, cafe waroenk rakyat, marketing strategy, sales, post-pandemic, covid-19, cafe waroenk rakyat. |
| Divisions: | Program Vokasi > Usaha Wisata |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 24 May 2023 03:44 |
| Last Modified: | 24 May 2023 03:44 |
| URI: | http://repository.ub.ac.id/id/eprint/200202 |
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