Rumpis Kitchen Restaurant Marketing Communication Strategy to Maintain The Business During The Covid-19 Pandemic Abstract
| Main Authors: | Diah Wismayani, Sayu, Yuliani, Ni Made, lio, ulio |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | eng |
| Terbitan: |
UHN IGB Sugriwa Denpasar
, 2023
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| Subjects: | |
| Online Access: |
https://ojs.uhnsugriwa.ac.id/index.php/WD/article/view/3083 https://ojs.uhnsugriwa.ac.id/index.php/WD/article/view/3083/1843 |
Daftar Isi:
- Covid-19 pandemic affects several aspects generally in economics aspect causing business to close permanently. One business that capable to maintain it business is Rumpis Kitchen restaurant this indeed can’t be separated from their applied marketing communication strategy. Based on that, issues to be studied in this research are: how is the implementation of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the pandemic? What are the obstacles of marketing communication strategy in maintaining the business of Rumpis Kitchen restaurant during the pandemic? How is the implication of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the Covid- 19 pandemic? The theories used to discuss the problems are: integrated marketing communication theory, communication barrier theory, also dependency theory and media effects. This research apply qualitative method with descriptive approach along with the techniques we use to collecting data are interview, observation, and literature study. In this research we found that: the implementation of marketing communication strategy in the Rumpis Kitchen restaurant is by implementing six elements of integrated marketing communication theory, which are: advertising using Instagram and endorsement, direct marketing through telemarketing and website, sales promotion by giving free products, discount, dan giveaway, personal selling by the employees, interactive marketing by Instagram features, and public relation by community service, publication, and championship competition. The obstacles in implementing marketing communication strategy in Rumpis Kitchen restaurant are environmental barrier and consumer barrier. The implication of implementing marketing communication strategy in Rumpis Kitchen restaurant is because of the changes of consumer by cognitive, affective, and behavioral aspects.
- Pandemi Covid-19 mengakibatkan dampak dalam bermacam aspek utamanya aspek ekonomi yang menyebabkan perusahaan gulung tikar. Salah satu perusahaan yang mampu mempertahankan bisnisnya yakni Restoran Rumpis Kitchen tentunya tidak lepas dari strategi komunikasi pemasaran yang diterapkan. Menurut hal di atas, permasalahan yang diangkat dalam penelitian ini adalah: (1) Bagaimana implementasi strategi komunikasi pemasaran Restoran Rumpis Kitchen dalam mempertahankan bisnis pada masa pandemi Covid-19? (2) Apa saja hambatan strategi komunikasi pemasaran Restoran Rumpis Kitchen dalam mempertahankan bisnis pada masa pandemi Covid- 19? (3) Bagaimana implikasi strategi komunikasi pemasaran Restoran Rumpis Kitchen dalam mempertahankan bisnis pada masa pandemi Covid-19? Teori yang digunakan untuk membahas rumusan masalah yaitu: (1) Teori komunikasi pemasaran terpadu, (2) Teori hambatan komunikasi, dan (3) Teori dependensi dan efek media. Penelitian ini menerapkan metode kualitatif dengan pendekatan deskriptif serta teknik pengumpulan data yaitu wawancara, observasi, dan studi kepustakaan. Penelitian ini menemukan bahwa (1) Implementasi strategi komunikasi pemasaran yang dilakukan Restoran Rumpis Kitchen dengan menerapkan enam elemen dari teori komunikasi pemasaran terpadu, di antaranya: (a) Periklanan menggunakan media Instagram dan endorsement (b) Pemasaran langsung melalui telemarketing serta website (c) Promosi penjualan berupa pemberian produk gratis, discount, dan giveaway (d) Penjualan pribadi melalui pegawai-pegawainya (e) Pemasaran Interaktif melalui fitur Instagram (f) Hubungan masyarakat melalui kegiatan pelayanan masyarakat, publikasi, dan kejuaraan kompetesi. (2) Hambatan dalam penerapan strategi komunikasi pemasaran pada Restoran Rumpis Kitchen yakni hambatan kondisi lingkungan dan hambatan konsumen. (3) Implikasi dari penerapan strategi komunikasi pemasaran di Restoran Rumpis Kitchen yakni konsumen mengalami perubahan yakni dampak kognitif, afektif dan behavioral.