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Strategi Marketing Public Relations Coffee Shop X di Masa Pandemi

Authors

  • Fildzah Amalina El Rahman Public Relation, Universitas Islam Bandung
  • M Husen fahmi Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrpr.vi.881

Keywords:

Hubungan Masyarakat, Kedai Kopi, Strategi Pemasaran

Abstract

Abstract. The growth of the business world today has increased very rapidly and is undergoing continuous metamorphosis. Currently, competition in the trading business is increasingly showing a very narrow phase of competition. SinceThe corona virus outbreak that has spread to almost all corners of the earth is showing results in the food and beverage business. This bad effect is starting to be felt by the X coffee shop, which has to adopt an efficient marketing strategy in order to survive in this critical condition. available and the media used. Using qualitative research methods with a case study research approach and the theory of Marketing Mix by Thomas L. Harris. By collecting data using interview techniques, documentation. The results of this study indicate that the marketing strategy used by X's coffee shop is going well, although there has been no significant progress since the pandemic. The strategy is starting from launching a new menu, the prices offered are relatively cheap from other coffee shops, creating good opinions through social activities such as distributing lunch to people who have performed Friday prayers. The media used in terms of promotion and sales are Tokopedia and Instagram. Because these two applications are very easy to use, free of cost, in the number of users who are very much.

Abstrak. Pertumbuhan dunia bisnis saat ini telah meningkat sangat pesat dan mengalami metamorfosis yang terus menerus. Saat ini kompetisi dalamĀ  usaha dagang semakin memperlihatkan fase persaingan yang sangat sempit. Sejak Wabah virus corona yang menyebar nyaris ke penjuru bumi menunjukkan hasil pada bisnis food and beverage. Akibat buruk ini mulai dirasakan oleh coffee shop X yang harus menimang strategi marketing yang efisien agar bisa bertahan pada kondisi yang genting ini.Tujuannya untuk mengetahui langkah-langkah dan perencanaan strategi marketing yang digunakan, publisitas, packaging produk tersebut, promosi yang digunakan, hambatan yang ada dan media yang digunakan. Menggunakan metode penelitian kualitatif dengan pendekatan penelitian studi kasus dan teori Marketing Mix oleh Thomas L.Harris. Dengan mengumpulkan data menggunakan teknik wawacara, dokumentasi. Hasil penelitian ini bahwa strategi marketing yang di gunakan oleh coffee shop X berjalan dengan baik walaupun belum ada kemajuan yang signifikan sejak adanya pandemic. Strategi yang dilakukan mulai dari meluncurkan menu baru, harga yang ditwarkan relatif murah dari coffee shop lainnya, menciptakan opini yang baik melalui kegiatan sosial seperti membagikan makan siang kepada masyarakat yang telah menunaikan sholat jumat. Media yang digunakan dalam hal promosi dan penjualan yaitu Tokopedia dan Instagram. Karena kedua aplikasi ini sangat mudah digunakan, bebas biaya, dalam jumlah penggunanya yang sangat banyak.

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Published

2022-07-06