Zulkarnaen, Aris (2024) Strategi Komunikasi Pemasaran Dalam Menstabilkan Penjualan Produk Pada Masa Pandemi Hingga Pasca Pandemi Covid-19 (Studi Kasus Pada Jg Motor Yamaha - Cibinong Bogor). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The Covid-19 virus pandemic has had quite a large negative effect and impact on all sectors throughout the world, especially the economy, which has of course been affected, resulting in a significant decline. There was a drastic decline in sales of motorbike units at JG Motor Cibinong at the beginning of 2020, more precisely in April it could only sell 18 units and in May it was recorded that it could only sell 23 unit of motorbike. Considering the impact of the pandemic, it is certainly necessary to be able to stabilize the decline in sales of products owned by the company so that the company itself can continue to survive. This research aims to determine the strategies and supporting factors as well as barriers to marketing communications used by JG Motor Cibinong during the pandemic until after the Covid-19 pandemic. This research approach uses a descriptive qualitative approach, using a purposive sampling method. The data collection technique uses the observation method, interviews with 5 informants consisting of 1 head branch, 1 head marketing department, and 3 customer from JG Motor Cibinong and also documentation. The data analysis technique in this research consists of 3 stages, namely, data reduction, data presentation, and drawing conclusions through data validity testing, namely technical triangulation and source triangulation. The results of this research are the marketing communication strategies used by JG Motor Cibinong during the pandemic until after the Covid-19 pandemic to stabilize product sales. This marketing strategy uses offline and online methods. What differentiates the strategy during the Covid-19 pandemic and post-pandemic is the use of recommended health protocols in marketing activities. This research uses the scope and main activities of marketing which includes 7P (product, price, place, promotion, process, people and physical evidence).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pandemi virus covid-19 memberikan efek dan dampak negatif yang cukup besar terhadap semua bidang di seluruh dunia khususnya ekonomi yang tentunya terkena dampak sehingga mengalami penurunan yang cukup signifikan. Terjadinya fluktuasi penurunan penjualan unit sepeda motor di JG Motor Cibinong secara drastis di awal tahun 2020 lebih tepatnya di bulan April yang hanya dapat menjual 18 unit dan bulan Mei tercatat hanya dapat menjual 23 unit sepeda motor saja. Mempertimbangkan akibat dampak dari pandemi tentu perlu untuk dapat menstabilkan penurunan penjulan produk yang di miliki oleh perusahaan agar perusahaan itu sendiri dapat terus bertahan. Penelitian ini bertujuan untuk mengetahui strategi dan faktor pendukung serta hambatan komunikasi pemasaran yang digunakan oleh JG Motor Cibinong selama pandemi hingga pasca pandemi Covid-19. Pendekatan penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan menggunakan metode purposive sampling. Teknik pengumpulan data menggunakan metode observasi, wawancara dengan 5 informan yang terdiri dari 1 kepala cabang, 1 kepala departemen pemasaran, dan 3 konsumen dari JG Motor Cibinong dan juga dokumentasi. Teknik analisis data dalam penelitian ini terdiri dari 3 tahap yaitu, reduksi data, penyajian data, dan penarikan kesimpulan melalui uji keabsahaan data yaitu triangulasi teknik dan triangulasi sumber. Hasil penelitian ini merupakan strategi komunikasi pemasaran yang digunakan JG Motor Cibinong pada masa pandemi hingga pasca pandemi covid-19 dalam menstabilkan penjualan produk. Strategi pemasaran tersebut menggunakan cara offline dan online yang membedakan strategi pada masa pandemi dan pasca pandemi Covid-19 adalah penggunaan anjuran protokol kesehatan dalam kegiatan dan aktivitas pemasaran. Dalam penelitian ini menggunakan ruang lingkup dan kegiatan utama dari pemasaran yang mencakup 7P (product, price, place, promotion, process, people dan physical evidence). | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Marketing Communication Strategy, 7P Marketing mix, JG Motor Cibinong. Komunikasi Pemasaran, Strategi Komunikasi Pemasaran, Bauran Pemasaran 7P, JG Motor Cibinong. | |||||||||
| 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: | Student Aris Zulkarnaen | |||||||||
| Date Deposited: | 02 May 2024 11:56 | |||||||||
| Last Modified: | 02 May 2024 11:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35035 |
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