FITRIANTY, FEBBY (2021) PENERAPAN STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN UMKM DI MASA PANDEMI COVID-19 (STUDI KASUS PADA UMKM BAKERY BOMB). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana strategi pemasaran yang sesuai untuk di terapkan pada UMKM Bakery Bomb dalam meningkatkan volume penjualan di masa pandemic COVID-19. Penelitian ini menggunakan penelitian kualitatif dengan metode deskriptif melalui pendekatan studi kasus. Subyek penelitian sebanyak 3 orang terdiri dari 1 pemilik UMKM dan 2 pakar digital marketing. Metode pengumpulan data menggunakan observasi, wawancara dan dokumentasi. Teknik analisis data melalui langkah-langkah reduksi data, penyajian data dan penarikan kesimpulan. Teknik pemeriksaan keabsahan data menggunakan triangulasi. Hasil penelitian menyatakan bahwa, strategi pemasaran yang sesuai untuk di terapkan pada UMKM Bakery Bomb di masa pandemic COVID-19 terdiri dari 3 point utama, yaitu: (1) Pemanfaatan social media dengan maksimal untuk promosi penjualan. (2) Penggunaan online food delivery untuk memperluas segment pasar dan meningkatkan volume penjualan. (3) Pengembangan produk sebagai penyesuaian diri agar usaha tetap bertahan di masa pandemi. This study aims to find out how appropriate marketing strategies are applied to Bakery Bomb SMEs in increasing sales volume during the COVID-19 pandemic. This research uses qualitative research with descriptive method through a case study approach. The research subjects were 3 people consisting of 1 MSME owner and 2 digital marketing experts. Methods of data collection using observation, interviews and documentation. Data analysis techniques through data reduction steps, data presentation and drawing conclusions. The technique of checking the validity of the data is using triangulation. The results of the study stated that the appropriate marketing strategy to be applied to Bakery Bomb SMEs during the COVID-19 pandemic consisted of 3 main points, namely: (1) Maximum use of social media for sales promotion. (2) The use of online food delivery to expand market segments and increase sales volume. (3) Product development as an adaptation so that businesses can survive during the pandemic.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | FEBBY FITRIANTY | ||||||||
| Date Deposited: | 04 Oct 2021 06:23 | ||||||||
| Last Modified: | 04 Oct 2021 06:23 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5345 |
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