Aulia Hidayah, Rifdatul (2022) STRATEGI DIGITAL MARKETING KOMUNIKASI DALAM MEMPERTAHANKAN KONSUMEN DI MASA PANDEMI COVID-19. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

The Covid-19 pandemic, which was officially declared a pandemic on March 9, 2020 by WHO (World Health Organization), has a significant impact on micro, small and medium enterprises (MSMEs) in various aspects. This research aims to find out how the digital marketing communication strategy of Caffe Lebjar Caffe and Noodle in retaining consumers during the Pandemic. This research takes a case at a caffe in Serang City, Lebjar Caffe and Noodle, as an illustration of business behavior, especially during the Covid-19 pandemic where there are many restrictions and obstacles in the business process. Researchers use the intralgeted Malrketing Communicaltion (IMC) theory as a theoretical basis for this research. The method used in this research is a descriptive research method with a qualitative approach. The type of research that researchers use is a case study. To unravel the problems in this study, the authors used the theory of intralgeted Malrketing Communicaltion (IMC) with the factors of Aldvertising, sales promotion, public relations, personal selling, and direct selling as the analysis knife. The results showed that Lebjar Caffe and Noodle implemented a digital marketing communication strategy by carrying out all factors of Aldvertising, salles promotion, public relations, personall selling, and direct selling well and quite active although not yet optimal.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Wahyu Widyastuti, Nurprapti 1970020920091220011 Thesis advisor Nurjuman, Husnan 197808252010121003
Additional Information:	Pandemi Covid-19 yang secara resmi ditetapkan sebagai pandemi pada tanggal 9 Maret 2020 oleh WHO (World Health Organization), memberikan dampak signifikan terhadap usaha mikro, kecil, dan menengah (UMKM) di berbagai aspek. Penelitian ini bertujuan untuk mengetahui bagaimana strategi digital marketing komunikasi Caffe Lebjar Caffe and Noodle dalam mempertahankan konsumen di masa Pandemi. Penelitian ini mengambil kasus pada sebuah caffe di Kota Serang yaitu Lebjar Caffe and Noodle, sebagai gambaran perilaku bisnis khususnya pada saat pandemi Covid-19 dimana terjadi banyak batasan dan hambatan dalam proses bisnis. Peneliti menggunalkaln teori intralgeted Malrketing Communicaltion (IMC) sebagai landasan teori pada penelitian ini. Metode yang dipakai dalam penelitian ini adalah metode penelitian deskriptif dengan pendekatan kualitatif. Jenis penelitialn yalng peneliti gunalkaln aldallalh studi kalsus. Untuk mengurai masalah pada penelitian ini, penulis menggunalkaln teori intralgeted Malrketing Communicaltion (IMC) dengan faktor Aldvertising, salles promotion, public relaltions, personall selling, daln direct selling sebagai pisau analisisnya. Hasil penelitian menunjukan bahwa Lebjar Caffe and Noodle melaksanakan strategi digital marketing komunikasi dengan melakukan seluruh faktor Aldvertising, salles promotion, public relaltions, personall selling, daln direct selling dengan baik dan cukup aktif walaupun belum optimal.
Uncontrolled Keywords:	marketing communication, intralgeted Malrketing Communicaltion marketing komunikasi, intralgeted Malrketing Communicaltion
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik
Depositing User:	Rifdatul Aulia Hidayah
Date Deposited:	04 Sep 2024 11:59
Last Modified:	04 Sep 2024 11:59
URI:	http://eprints.untirta.ac.id/id/eprint/41071

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