Analisis Kegiatan Komunikasi Pemasaran Grandis Barn Di Tengah Pandemi Covid-19

Melania Gaby Purnamasari, Rah Utami Nugrahani

Abstract

Abstrak Sebagai upaya pemutusan rantai penyebaran pandemi covid-19, Presiden Indonesia, Joko Widodo, memberlakukan kebijakan Pembatasan Sosial Berskala Besar (PSBB). Pemberlakuan kebijakan ini berdampak pada kerugian sektor restoran dimana harus membatasi layanan dine-in atau makan di tempat. Komunikasi pemasaran memiliki peran yang penting guna memaksimalkan fungsi pemasaran perusahaan yang mengalami surviving di tengah pandemi covid-19 melalui kegiatan komunikasi pemasaran. Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan secara detail kegiatan komunikasi pemasaran yang diterapkan oleh Grandis Barn guna meningkatkan penjualan serta tetap menjadi pilihan di tengah pandemi covid-19. Fokus penelitian ini adalah kegiatan komunikasi pemasaran yang digencarkan Grandis Barn secara online dan offline di tengah pandemi covid19 yaitu sales promotion, personal selling, serta direct marketing menggunakan konsep bauran komunikasi pemasaran Kotler dan Armstrong (2008). Metode penelitian yang digunakan dalam penelitian ini ialah deskriptifkualitatif dengan melakukan observasi, wawancara dengan enam informan yang telah dipilih, serta dokumentasi yang didapatkan. Adapun, hasil yang diperoleh yaitu Grandis Barn menggunakan sales promotion berupa diskon, harga khusus (price packs), kupon, dan premi; personal selling berupa presentasi penjualan; dan direct marketing berupa pemasaran online. Kata Kunci: Komunikasi Pemasaran, Kegiatan Komunikasi Pemasaran, Surviving, Covid-19 Abstract As an effort to break the chain of spread of the Covid-19 pandemic, the President of Indonesia, Joko Widodo, imposed a Pembatasan Sosial Berskala Besar (PSBB) policy. The implementation of this policy has an impact on the disadvantages of the restaurant sector which must limit dine-in or on-site dining. Marketing communication has an important role in maximizing the marketing function of companies that are surviving in the midst of the Covid-19 pandemic through marketing communication activities. This study aims to analyze and describe in detail the marketing communication activities implemented by Grandis Barn to increase sales and remain an option in the midst of the Covid-19 pandemic. The focus of this research is the marketing communication activities that Grandis Barn has intensified online and offline in the midst of the Covid-19 pandemic, namely sales promotion, personal selling, and direct marketing using the marketing communication mix concept of Kotler and Armstrong (2008). The research method used in this research is descriptive-qualitative by making observations, interviews with six informants who have been selected, and the documentation obtained. Meanwhile, the results obtained are that Grandis Barn uses sales promotions in the form of discounts, special prices (price packs), coupons, and premiums; personalselling in the form of sales presentations; and direct marketing in the form of online marketing.. Keywords: Marketing Communication, Marketing Communication Activities, Surviving, Covid-19

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