NURUL HIDAYAH DAULAY, NURUL (2021) STRATEGI PEMASARAN PIZZA HUT DALAM MENGHADAPI PANDEMI COVID-19 DENGAN ANALISIS SWOT (Studi Kasus pada Pizza Hut di Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini untuk menentukan strategi pemasaran perusahaan Pizza Hut melalui analisis SWOT. Dalam menemukan strategi pemasaran terdapat faktor internal berupa kekuatan dan kelemahan, faktor eksterna berupa peluang dan ancaman. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif. Subjek penelitian ini perusahaan Pizza Hut cabang Bekasi, teknik pengumpulan data dilakukan dengan metode wawancara dan observasi. Hasil penelitian menunjukan bahwa analisis lingkungan internal memiliki kekuatan antara lain yaitu perusahaan Pizza Hut mampu bertahan dimasa pandemi, sedangkan kelemahan adanya PPKM yang melarang makan ditempat. Dan pada lingkungan eksternal memiliki peluang yaitu perusahaan Pizza Hut membuat gerai di pinggir jalan untuk menawarkan produknya. Ancaman yang di hadapi perusahaan Pizza Hut dampak dari pandemi terdapat beberapa gerai Pizza Hut tutup. ABSTRACT The purpose of this study is to determine the marketing strategy of Pizza Hut companies through SWOT analysis. In finding a marketing strategy there are internal factors in the form of strengths and weaknesses, external factors in the form of opportunities and threats. This research uses descriptive qualitative research. The subject of this research is the management of Pizza Hut company Bekasi branch, data collection techniques are carried out by interview and observation methods. The results show that internal environmental analysis has strengths, among others, namely the Pizza Hut company being able to survive during the pandemic, while the weakness of the PPKM is that it prohibits eating on the spot. And in the external environment, there is an opportunity, namely the Pizza Hut company to create outlets on the side of the road to offer their products. The threat faced by pizza hut companies as a result of the pandemic is that several Pizza Hut outlets have closed.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | NURUL HIDAYAH DAULAY | ||||||||
| Date Deposited: | 08 Dec 2021 06:22 | ||||||||
| Last Modified: | 08 Dec 2021 06:22 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6131 |
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