Strategi Promosi Kozi Coffee Company 6.2 Bandung Dalam Menghadapi Pandemi Covid-19

Devi Sri Ulina, Nurlena Nurlena, Umi Sumarsih

Abstract

ABSTRAK Kota Bandung merupakan kota dengan berbagai pilihan kuliner, ada banyak jenis restoran di kota ini salah satunya adalah Kozi Coffee Company 6.2 yang merupakan sebuah restoran dengan fasilitas umum yang baik dan terjaga, lokasi strategis, toilet umum yang bersih dan terawat, serta fasilitas penunjang lainnya yang dapat dimanfaatkan untuk mengadakan berbagai acara. Menu pilihan makanan/minuman dan tempat duduk. Pandemi Covid-19 juga mengharuskan manajemen membuat upaya strategi promosi yang bervariasi agar dapat bertahan. Tujuan penelitian ini adalah untuk mengetahui strategi peromosi di Kozi Coffee Company 6.2 Bandung dalam menghadapi pandemi Covid-19. Data diperoleh melalui wawancara dengan owner dan staff serta observasi secara langsung. Metode pengumpulan data yang akan digunakan adalah deskriptif kualitatif. Hasil penelitian ini menunjukkan promosi yang ada sebelum adanya pandemi Covid-19 hanya promosi penjualan pada hari-hari besar di Indonesia, promosi tumblr official Kozi Coffe Company 6.2 dan promosi melalui aplikasi Instagram. Sedangkan strategi promosi yang dilakukan selama menghadapi pandemi Covid-19 sangat bervariasi yaitu melakukan promosi penjualan program PANG, promosi penjualan menggunakan aplikasi GOFOOD dan GRABFOOD, promosi periklanan, promosi publikasi, promosi menggunakan aplikasi sosial media instagram dan twitter. Kata kunci : restoran, strategi promosi, pandemic covid-19 ABSTRACT The city of Bandung is a city with a variety of culinary choices, there are many types of restaurants in this city, one of which is Kozi Coffee Company 6.2 which is a restaurant with good and well-maintained public facilities, strategic locations, clean and wellmaintained public toilets, as well as other supporting facilities. can be used to hold various events. Food/beverage selection menu and seating. The Covid-19 pandemic also requires management to make various promotional strategy efforts to survive. The purpose of this study was to determine the promotion strategy at Kozi Coffee Company 6.2 Bandung in dealing with the Covid19 pandemic. The data were obtained through interviews with the owner and staff as well as direct observation. The data collection method that will be used is descriptive qualitative. The results of this study show that promotions that existed before the Covid-19 pandemic were only sales promotions on major holidays in Indonesia, Kozi Coffee Company 6.2 official tumblr promotions and promotions through the Instagram application. While the promotional strategies carried out during the Covid19 pandemic varied widely, namely conducting sales promotions for the PANG program, sales promotion using the GOFOOD and GRABFOOD applications, advertising promotions, publication promotions, promotions using social media applications Instagram and Twitter. Keywords: Restaurant, Promotion Strategy, COVID-19

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