NUR FADILA, AULIA (2023) STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL PADA UMKM DI MASA PANDEMI COVID 19 (Studi Kasus Bitts Coffee Pandeglang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This pandemic has had a major impact on businesses at all levels, including MSMEs, many UMKM are currently facing various challenges due to the pandemic, for example such as a very significant decrease in sales, lack of customers, problems with the supply of raw materials and product marketing constraints. Widespread social restrictions disrupted the Covid-19 transmission system forcing the government to implement policies by closing many shops, restaurants and other sectors, causing various sectors, both in the UMKM sector, to eventually switch to digital e-commerce. Bitts Coffee is one of the UMKM that has been affected by the Covid 19 pandemic and is also active in promoting through Instagram social media. The purpose of this study was to determine marketing communication strategies through social media for UMKM during the Covid 19 pandemic (Case Study of Bitts Coffee Pandeglang). The duration of this writing was to conduct research for approximately 2 (two) months. The research method used is descriptive method with a qualitative approach. The sources for this study were 4 people, more than 1 manager of Bitts Coffee and 3 consumers. The results of this study are marketing strategies through social media Instagram story Bitts Coffee is effective because visitors know Bitts Coffee through Instagram social media. Keywords: Covid-19, Social Media, Marketing strategy UMKM
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pandemi ini berdampak besar pada bisnis disemua tingkatan, termasuk UMKM, banyak UMKM yang saat ini menghadapi berbagai tantangan akibat pandemi misalnya seperti penurunan penjualan yang sangat signifikan, sepinya pelanggan, masalah pasokan bahan baku dan kendala pemasaran produk. Pembatasan sosial yang meluas menggangu sistem penularan Covid-19 memaksa pemerintah untuk melakukan kebijakan dengan menutup banyak toko, restoran, dan sektor lainnya, menyebaban berbagai sektor baik pada sektor UMKM yang pada akhirnya beralih ke digital e-commerce. Bitts Coffee termasuk salah satu UMKM yang terdampak pandemi covid 19 dan juga termasuk aktif melakukan promosi melalui media sosial instagram. Tujuan penelitian ini untuk mengetahui strategi komunikasi pemasaran melalui media sosial pada UMKM di masa pandemi covid 19 (studi kasus bitts coffee Pandeglang), lama penulisan ini melakukan penelitian selama lebih kurang 2 (dua) bulan. Metode penelitian yang digunakan adalah metode deskriptif dengan pendekatan kualitatif. Narasumber dari penelitian ini sebanyak 4 orang yang terlebih dari 1 pengelola bitts coffee dan 3 konsumen. Hasil penelitian ini adalah strategi pemasaran melalui media sosial instagram story Bitts Coffee efektif karena pengunjung mengenal Bitts Coffee melalui media sosial instagram. Kata kunci : Covid-19, Media Sosial, Strategi pemasaran, UMKM | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Aulia Nur Fadila | |||||||||
| Date Deposited: | 25 Jan 2023 10:26 | |||||||||
| Last Modified: | 25 Jan 2023 10:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/20252 |
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