STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

Jihan Indah Sari, Joko Susilo

Abstract


Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.


Keywords


strategy, integrated marketing communication; covid-19; bingsoo cafe’s

Full Text:

PDF

References


Amanda, G. (2020). Pengaruh Covid-19 Pada Penurunan Omzet Usaha Mikro. Republika.co.id. Retrieved October 15, 2020 (https://republika.co.id/berita/qc1dlc423/pengaruh-covid19-pada-penurunan-omzet-usaha- mikro.).

Chrismardani, Y. (2014). Komunikasi Pemasaran Terpadu: Implementasi Untuk UMKM. Neo-Bis 8(2):180–89. doi:https://doi.org/10.21107/nbs.v8i2.472.

Damis, M. (2018). Strategi Kebertahanan Usaha Warung Kopi Tikala Manado Suatu Tinjauan Antropologi. Jurnal Holistik 0(0):1–23.

Firmansyah, L. M and Wulandari, A. R. (2020). Dampak Covid-19 Sejumlah Restoran Akui Peningkatan Pada Layanan Pesan Antar. Lokadata.id. Retrieved October 12, 2020 (https://lokadata.id/artikel/dampak-covid-19-sejumlah-restoran-akui-peningkatan-pada-layanan-pesan-antar).

Gunadha, R. and Djailani, M. F. (2020). Tren Pesan Makanan Online Naik Saat Pandemi, Peluang Bagi UMKM. Suara.com. Retrieved October 15, 2020 (https://www.suara.com/bisnis/2020/09/01/153032/tren-pesan-makanan-online-naik-saat-pandemi-peluang-bagi-umkm?page=all.).

Hardilawati, W. L. (2020). Strategi Bertahan UMKM Di Tengah Pandemi Covid-19. Jurnal Akuntansi Dan Ekonomika 10(1):89–98. doi: 10.37859/jae.v10i1.1934.

Karimah, D. P., Saputra, W. T. and Wahyuningratna, N. (2020). “Implementasi Strategi Komunikasi Pemasaran Pt Dbl Indonesia Pada Honda Dbl Dki Jakarta Series.” 3(1):88–99. https://journal.moestopo.ac.id/index.php/pustakom/article/view/990.

Machmud, M. (2018). Tuntutan Penulisan Tugas Akhir Berdasarkan Prinsip Dasar Penelitian Ilmiah. Malang: Selaras.

Morissan, M. A. (2010). Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Kencana.

Pakpahan, A. K. (2020). Covid-19 Dan Implikasi Bagi Usaha Mikro, Kecil, Dan Menengah. Jurnal Ilmiah Hubungan Internasional 0(0):59–64. doi: 10.26593/jihi.v0i0.3870.59-64.

Pasaribu, R. (2020). Optimalisasi Media Online Sebagai Solusi Promosi Pemasaran Umkm Di Semarang Pada Masa Pandemi Covid-19. Jurnal Komunikasi Dan Media 1(1):33. doi: 10.24167/jkm.v1i1.2848.

Prasetyo, B. D., Febriani, N. S., Asmara, W. W., Tamitiadini, D. D., Destrity, N. A., Avina, D. A. A. and Azizun Kurnia Illahi. (2018). Komunikasi Pemasaran Terpadu: Pendekatan Tradisional Hingga Era Media Baru. Malang: UB Press.

Prastyo, D. (2018). “Komunikasi Pemasaran Terpadu Omah Nenek Café Dalam Upaya Meningkatkan Jumlah Konsumen.” Universitas 17 Agustus 1945.

Pusparisa, Y. (2020). LIPI: Masyarakat Menonton Drama Korea Lebih Dari Enam Kali Dalam Sepekan. Databoks.katadata.co.id. Retrieved December 1, 2020 (https://databoks.katadata.co.id/datapublish/2020/11/30/lipi-masyarakat-menonton-drama-korea-lebih-dari-enam-kali-dalam-sepekan.).

Rochim, A. (2020). “Penggunaan Internet Melonjak Di Masa Pandemi Covid-19, Paling Banyak Digunakan Untuk Kirim Pesan.” Inews.id. Retrieved October 15, 2020 (https://www.inews.id/techno/internet/penggunaan-internet-melonjak-di-masa-pandemi-covid-19-paling-banyak-digunakan-untuk-kirim-pesan.).

Santoso, P. Y. (2018). “Transformasi Integrated Marketing Communication Di Era Digital.” Jurnal Pustaka Komunikasi 1:313–26.

Septiani, A. (2020). 10 Negara Dengan Kasus Corona Tertinggi Di Asia, Indonesia Urutan Berapa? Health.detik.com. Retrieved October 31, 2020 (https://health.detik.com/berita-detikhealth/d-5181301/10-negara-dengan-kasus-corona-tertinggi-di-asia-indonesia-urutan-berapa.).

Shimp, T. A. (2004). Periklanan Promosi Apek Tambahan Komunikasi Pemasaran Terpadu Edisi 5 Jilid 2. Jakarta: Erlangga.

Smith, P. R., and Ze Zook. (2011). Marketing Communication: Integrating Offline and Online with Social Media. London: Kogan Page.

Susilo, Y. S. (2009). Strategi Bertahan Industri Makanan Skala Kecil Pasca Kenaikan Harga Pangan Dan Energi Di Kota Yogyakarta. Ekuitas 14(110):225–44. doi: https://doi.org/10.24034/j25485024.y2010.v14.i2.284.




DOI: https://doi.org/10.32509/pustakom.v4i1.1350

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 JURNAL PUSTAKA KOMUNIKASI

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

 

Indexed by:

   

Recommended Tools :

 


Jurnal Pustaka Komunikasi

Fakultas Ilmu KomunikasiUniversitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)

email: pustakom@dsn.moestopo.ac.id

 

Copyright (c) 2021 Jurnal Pustaka Komunikasi

Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.