Event Organizer Marketing Strategy in Palembang Facing the Covid-19 Pandemic

Abstract

This study aims to produce a marketing strategy that can be implemented by Assamsi Media Group during the Covid-19 pandemic. This type of research is field research reinforced by survey methods to two sample categories using the proportionate stratified random sampling method resulting in 52 consumer respondents and 3 internal company respondents. The analytical tool used is quantitative SWOT to determine the current condition of the company so that the resulting marketing strategy selection is more precise and measurable. Internal factors of the study were reviewed through the marketing mix and external factors were reviewed through suppliers, customers, economy, and socioculture. The results show that the best strategy that can be implemented is the turn-on strategy, namely by replacing the physical presence of the office into a virtual one using digital information technology to build interactive websites and prepare advertisements in the form of videos with quality content and the company's ability to be disseminated through social media.

Strategi Pengolahan Limbah Udang sebagai Olahan Makanan Ringan di Desa Bumi Dipasena, Lampung

“…Proses identifikasi dan evaluasi dalam penelitian ini menggunakan teknik analisis SWOT. Analisis SWOT adalah evaluasi terhadap semua kekuatan, kelemahan, peluang dan ancaman (Karo & Hamonangan, 2021;Karo & Novianti, 2021). Dalam teknik analisis ini menggunakan matriks SWOT yang merupakan alat pencocokan penting untuk membantu manajer mengembangkan empat jenis strategi Strengths Opportunities (SO), strategi Weaknesses Opportunities (WO), strategi Strengths Threats (ST) atau strategi Weaknesses Threats (WT) yang disesuaikan dengan keadaan perusahaan (Astika & Suharyo, 2021).…”