Pergeseran Strategi Pemasaran Tradisional Menuju Pemasaran Digital Pada Masa Pandemi Covid-19

Maliki, Muhammad

doi:10.36546/jm.v10i1.535

Cited by 3 publications

(4 citation statements)

References 1 publication

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“…According to Tjiptono (Maliki, 2020), there are five interrelated steps in the marketing strategy, namely: a. Market selection, starting with market segmentation and then selecting the target market that the company will most likely serve.…”

Section: Discussionmentioning

confidence: 99%

Post-Covid-19 Marketing Management Strategy In Digital Business

Ena¹,

Widyatania²,

Hina³

2023

IJMEBE

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This study analyzes business strategies using digital marketing after the Covid-19 pandemic. The research was carried out using a descriptive qualitative approach with the type of literature review research. The primary data sources for this research are digital marketing books and journals related to the marketing business. How to collect data by collecting several relevant research journal articles. This data analysis uses content. The study results show that in the post-covid-19 pandemic, there has been a habit of people who like to shop online. There is a need for a business strategy to deal with this and maintain the existence of a digital marketing business. Business strategies can be implemented for online companies as a digitalization strategy using digital marketing by implementing search engine marketing, digital content marketing, Pay-per-click Ads, and influencer marketing. The recommendations from this study require digital business applications that are easily accessible to all levels of society.

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Section: Discussionmentioning

confidence: 99%

Post-Covid-19 Marketing Management Strategy In Digital Business

Ena¹,

Widyatania²,

Hina³

2023

IJMEBE

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“…Marketing Communication Mix tidak bisa dilepaskan dari empat hal paling terkenal, yaitu: (1) Produk, (2) Harga, (3) Tempat distribusi, dan (4) Promosi (sebagai focus utama). (Muhani et al, 2020) Strategi komunikasi pemasaran merupakan ruang lingkup dan kegiatan utama dari pemasaran yang mencakup empat P (product, price, place, promotion). Adapun penjabarannya yaitu: a.)…”

Section: Kajian Pustakaunclassified

Strategi Komunikasi Pemasaran Vjcakes Melalui Instagram Dalam Meningkatkan Penjualan Di Masa Pandemi Covid-19

Ihza Hutajulu,

Alfikri,

Jamil

2023

SIBATIK

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Penelitian ini bertujuan untuk mengetahui bagaimanakah strategi komunikasi pemasaran VJCakes melalui Instagram dalam meningkatkan penjualan di masa pandemi. Penelitian ini merupakan penelitian deskriptif kualitatif, informan dalam penelitian ini adalah owner VJCakes, yaitu Vitry Soraya Teknik pengumpulan data menggunakan observasi, wawancara, dan dokumentasi. Teknik analisis data yaitu analisis interaktif dengan tahap: reduksi data, penyajian data dan penarikan kesimpulan. Teknik keabsahan data yang digunakan adalah teknik triangulasi sumber data. Strategi Komunikasi Pemasaran dalam penelitian ini terdiri dari 4P yaitu Product, Price, Promotion dan Place. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran menggunakan media social Instagram dengan mengadakan kegiatan melalui Instagram, pemanfaatan testimony dari konsumen, pelayanan terhadap konsumen, dan promosi penjualan berjalan cukup efektif dalam meningkatkan penjualan, yaitu promosi yang dilakukan oleh VJCakes yang diunggah melalui Instagram.

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“…Apsari et al (2020) menyatakan hambatan tersebut disebabkan oleh penutupan sementara pada agrowisata secara massif. Penutupan yang dilakukan ini sejalan dengan diberlakukannya PSBB (Pembatasan Sosial Berskala Besar) dan PPKM (Pemberlakukan Pembatasan Kegiatan Masyarakat) oleh pemerintah (D. M. F. P. Sari et al, 2022). Hal ini tentu saja menyebabkan jenis usaha yang berafiliasi di sektor agrowisata mengalami penurunan yang sangat signifikan terutama pada angka jumlah kunjungannya.…”

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“…Namun, dalam hal ini penerapan dan pemanfaatan strategi Marketing Mix 4P yang belum terlalu optimal dan efektif, sehingga perlu dilakukan pemilihan strategi yang efektif pada agrowisata tersebut. Selain penerapan marketing mix yang belum maksimal, pemasaran menggunakan earned media melalui pemasangan banner juga tidak terlalu efektif untuk digunakan dalam menciptakan minat kunjungan konsumen pada agrowisata tersebut (D. M. F. P. Sari et al, 2022).…”

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Transisi Pola Pemasaran : Perspektif Pelaku Bisnis Agrowisata Pada Masa Pemulihan Ekonomi Masyarakat Tegallalang Bali

Purnama Sari,

Tiara Dewi,

Oka Martini

2024

jre

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The transition of the marketing pattern of agro-tourism business actors during the economic recovery of the Tegallalang community to Agro-tourism in the Tegallalang area aims to find out how the marketing patterns and strategies are carried out on agro-tourism in the Tegallalang during the endemic period. This research is descriptive qualitative with data analysis techniques using data reduction, data presentation, and drawing conclusions. The data collection method used in this study is by conducting observations, interviews, and documentation. The findings in this study showed no change in the marketing pattern carried out by agro-tourism business actors in the Tegallalang area where before the pandemic until the endemic period, agro-tourism in the Tegallalang still applied conventional and digital marketing patterns. At the point of marketing strategy, the findings obtained by researchers are more focused on online marketing strategies than conventional marketing strategies. In addition, this study shows a tendency for agro-tourism to choose social media Instagram, Facebook, Whatsapp, and Google maps as their marketing media. Another interesting finding found by conventional marketing researchers is they are still relatively used, this is evidenced by the agro- tourism business people who still apply word of mouth marketing through tour guides before the pandemic until now. In addition, the marketing strategy using the 4P marketing mix is still applied by agro-tourism business actors. Agro- tourism business actors in the Tegallalang area have also begun to implement other marketing strategies such as installing billboards, giving member cards, and giving business cards to each of their agro-tourism.

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Pergeseran Strategi Pemasaran Tradisional Menuju Pemasaran Digital Pada Masa Pandemi Covid-19

Cited by 3 publications

References 1 publication

Post-Covid-19 Marketing Management Strategy In Digital Business

Post-Covid-19 Marketing Management Strategy In Digital Business

Strategi Komunikasi Pemasaran Vjcakes Melalui Instagram Dalam Meningkatkan Penjualan Di Masa Pandemi Covid-19

Transisi Pola Pemasaran : Perspektif Pelaku Bisnis Agrowisata Pada Masa Pemulihan Ekonomi Masyarakat Tegallalang Bali

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