Strategi Bertahan Bisnis Kue Kering Di Masa Pandemi Covid-19 Melalui Pendekatan Komunikasi Pemasaran Terpadu

Audinovic, Vizcardine

doi:10.33021/exp.v4i2.1592

Cited by 3 publications

(3 citation statements)

References 7 publications

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“…Dalam pelatihan ini, para peserta akan diajarkan tentang teknik-teknik pemasaran melalui media sosial seperti bagaimana membuat konten yang menarik dan kreatif, cara mengoptimalkan penggunaan hashtag, dan cara berinteraksi dengan konsumen melalui media sosial. Interaksi antara UMKM dan konsumen melalui media sosial dapat meningkatkan kepercayaan konsumen dan membangun hubungan yang baik antara UMKM dan konsumen (Audinovic, 2021).…”

Section: Pendahuluanunclassified

Pelatihan Pengembangan Pariwisata Kuliner Melalui Media Sosial Pada UMKM

et al. 2022

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Culinary tourism has become a potential sector in the Indonesian economy, especially in Baubau City. However, the development of technology and social media advances has made Micro, Small, and Medium Enterprises (MSMEs) have to have skills in utilizing social media to promote their culinary products. Training on culinary tourism development through social media is one way to improve the quality and competitiveness of MSME culinary products in Baubau City. Effective training methods can be carried out through practical and classroom training conducted by experienced and skilled instructors. Training materials can include effective marketing strategies through social media, techniques for taking attractive food photos, and basic concepts of marketing through social media. The benefits obtained by MSMEs after attending the training include improving the quality and competitiveness of products, the ability to use social media for promotion, and developing marketing networks. Training on culinary tourism development through social media can provide a positive contribution to improving the Indonesian economy, especially in Baubau City.

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Section: Pendahuluanunclassified

Pelatihan Pengembangan Pariwisata Kuliner Melalui Media Sosial Pada UMKM

et al. 2022

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“…The Covid-19 pandemic has given big impact on the less of supply and demand in the market. Therefore, business group try harder to survive so that business groups, especially micro, small and medium enterprises carry out strategies for selling their products by packing them into hamper (Audinovic, 2021). Doing innovation on product is not enough, in other words entrepreneurial activists must also know consumer perceptions on their products.…”

Section: Introductionmentioning

confidence: 99%

Consumers' Perception of Omah Maha Hampers of College Students' Entrepreneurship

Amalia

Syam

Maulita

et al. 2023

ijbe

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This research is a qualitative study with a case study approach. This research was conducted in one Micro, Small and Medium Enterprise, Omah Maha. Omah Maha is a Micro, Small and Medium Enterprise organized by a group of students supported by Politeknik Negeri Samarinda. This research aimed to know consumers' perceptions of the hamper Omah Maha produced. The hamper created by Omah Maha is unique since it is a new business supported by Politeknik Negeri Samarinda, yet it is well known. Moreover, it has produced more than 50 packages in the first month. The research was conducted from September to November 2022. The data were collected through questionnaires, interviews and documentation. The subjects of the study were the consumers who met the criteria of this study. The data were analyzed and described qualitatively. The study found that the consumers had some perceptions of the hamper produced by Omah Maha, such as the price being affordable since the consumers could decide the price range. Furthermore, the strategy of promotion was interesting. Omah Maha used some digital platforms to advertise their product and offer special prices in the advertisement. The consumers also thought that the hamper had cultural value. Moreover, social factors, location and excellent service are also some factors that were considered.

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“…Researchers used previous studies in the research used as a guide. The studies chosen as a guide are previous studies that discuss strategies for surviving the pastry business during the Covid-19 pandemic through an Integrated Marketing Communications approach (Audinovic, 2021), Analysis Integrated Marketing Communication Reddoorz East Java 1 in Redseller Application (Pramono, M. B., & Febriana, 2023), Integrated Marketing Communications for coffee soda shops in increasing brand awareness (Novrian, A., & Rizki, 2021) an Integrated Marketing Communications strategy in increasing sales and brand awareness (Alberta, H., & Sinatra Wijaya, 2021), Marketing Social Innovation Products with IMC ( (Kurniawan & Nafiah Ariani, 2022), Integrated Marketing Communication Kedai Pantry Magetan Pada Era Digitalisasi 4.0 (Wono et al, 2022) and The Use of Affiliate Marketing in Improving Pegipegi Sales (Natarina & Anugrah Bangun, 2019).…”

Section: Introductionmentioning

confidence: 99%

Integrated Marketing Communications Implementation of Pegipegi to Boost the Purchase Intention During Pandemic

Sheren Valentia,

Bangun

2023

JSK

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Pandemi menyebabkan aktivitas masyarakat menjadi terbatasi sehingga menimbulkan dampak negatif dari berbagai aspek kehidupan terutama aspek ekonomi pada sektor pariwisata. Maka dari itu, Pegipegi melakukan berbagai aktivitas pemasaran agar dapat bertahan selama masa pandemi, salah satu dengan dengan meluncurkan kampanye PegipegiLagi. Tujuan dari dilakukannya penelitian ini adalah untuk agar dapat mengetahui, menganalisis, dan memahami strategi Integrated Marketing Communication yang dilakukan Online Travel Agent Pegipegi dalam mendorong minat beli selama masa pandemi. Konsep yang digunakan dalam penelitian ini adalah marketing communication, Integrated Marketing Communication planning process, tools for Integrated Marketing Communication dan minat beli. Penelitian ini menggunakan metode studi kasus dengan teknik pengumpulan data dilakukan dengan melakukan wawancara mendalam bersama empat partisipan dan satu narasumber ahli serta didukung dengan studi dokumentasi. Hasil penelitian menunjukan bahwa Pegipegi sudah menjalankan Integrated Marketing Communication Planning Process dan menggunakan 6 Tools for Integrated Marketing Communication by Belch & Belch dalam pelaksanaan aktivitas IMC. Aktivitas Integrated Marketing Communication Pegipegi dalam kampanye PegipegiLagi berhasil mendorong minat beli target audience sehingga meningkatkan transaksi Pegipegi selama masa pandemi.

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Strategi Bertahan Bisnis Kue Kering Di Masa Pandemi Covid-19 Melalui Pendekatan Komunikasi Pemasaran Terpadu

Cited by 3 publications

References 7 publications

Pelatihan Pengembangan Pariwisata Kuliner Melalui Media Sosial Pada UMKM

Pelatihan Pengembangan Pariwisata Kuliner Melalui Media Sosial Pada UMKM

Consumers' Perception of Omah Maha Hampers of College Students' Entrepreneurship

Integrated Marketing Communications Implementation of Pegipegi to Boost the Purchase Intention During Pandemic

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