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All Journal Jurnal Manajemen dan Organisasi Jurnal Ekonomi JRMA (Jurnal Riset Manajemen dan Akuntansi) INTEGRALISTIK Trikonomika: Jurnal Ekonomi Jurnal Manajemen dan Bisnis Among Makarti Pro Bisnis JITRO (Jurnal Ilmiah dan Teknologi Peternakan Tropis) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal JPAP (Jurnal Penelitian Administrasi Publik) (e-Journal) Jurnal MD E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Agribisnis Jurnal Pariwisata JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal REKOMEN (Riset Ekonomi Manajemen) Economica: Jurnal Ekonomi Islam Jurnal Pengabdian Pada Masyarakat JURNAL MANAJEMEN JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Manajemen Strategi dan Aplikasi Bisnis Performance JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat) Jurnal Perilaku dan Strategi Bisnis JURNAL PEMASARAN KOMPETITIF Jurnal Ilmiah Poli Bisnis Jurnal Ekonomi Manajemen JASF (Journal of Accounting and Strategic Finance) Revenue: Jurnal Manajemen Bisnis Islam Jurnal Manajemen Jurnal Bina Manajemen Jurnal Manajemen dan Bisnis Kreatif Indicators : Journal of Economic and Business Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Airlangga Journal of Innovation Management Jurnal Bisnisman : Riset Bisnis dan Manajemen Jurnal Kalacakra Jurnal Nasional Manajemen Pemasaran dan SDM International Journal of Marketing and Human Resource Research Inspirasi Ekonomi : Jurnal Ekonomi Manajemen MASTER: Jurnal Manajemen Strategik Kewirausahaan JELAJAH: Journal of Tourism and Hospitality Jurnal Manajemen dan Pemasaran Jasa Jurnal Pengabdian Pada Masyarakat Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif Jurnal Penelitian dan Pengabdian Masyarakat Economic and Education Journal (Ecoducation) Jurnal Nusa Manajemen Ecoducation Jurnal Bisnis dan Kewirausahaan Jurnal Pengabdian Masyarakat (Jubdimas)
Novitaningtyas, Ivo
Universitas Tidar
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Journal : JURNAL PEMASARAN KOMPETITIF

 1 
Marketing Strategy for Culinary MSMEs in Magelang City During the Covid-19 Pandemic Nining Yulia Putri; Ivo Novitaningtyas
Jurnal Pemasaran Kompetitif Vol 4, No 3 (2021): Jurnal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jpkpk.v4i3.10685

Abstract

The Covid-19 pandemic had an impact on MSMEs sectors in Magelang City, one of them is culinary sector. The purpose of this study was to identify and describe the business condition of culinary MSMEs in Magelang City during the Covid-19 Pandemic, and also propose marketing strategy based on a SWOT analysis and marketing mix. This study used descriptive qualitative approach. Primary data were obtained from 30 samples of culinary MSMEs through interview and observation. Data were analyzed based on statistic descriptive to describe the business condition and SWOT to propose the marketing strategy. The results recommend culinary MSMEs in Magelang city to improve product quality and product innovation, provide discounted prices, promote products through social media, and provide venues that comply with health protocol standards. By implementing this marketing strategy, it is hoped that culinary MSMEs in Magelang city business will survive and can develop during the Covid-19 pandemic.
Co-Authors 12.520.20.206 Shinta Ratnawati, 12.520.20.206 Agustin, Hesti Ahmad Zahid, Reza Akbar, Bintang Mukhammad Burhanudin Andhatu Achsa Anggraeni Purnama Dewi Apsari, Farah Afra Arrosadi, Arina Hidayat Astiti, Sonia Okky Axel Giovanni Bharata, Risma Wira Bintang Mukhammad Burhanudin Akbar Budi Hartono Budi Lestari Budi Rahardjo Budi Rahardjo Cahyani, Annisa Putri Clarisa Alfa Lionora Dea Eka Martshita Dea Tanti Safitri Deni Ramdani, Deni Destiningsih, Rian DEWI FITRIANI Diar Marlina Verawati Dinar Melani Hutajulu Fadilah, Ihwan Febriani, Devita Nurul Fifit Nilasari Fitrah Sari Islami Galuh Tiyasherlinda Ghufron Ulinuha Hadi Sasana Hanung Eka Atmaja Husnul Hotimah Indah Lusiana Islami, Fitrah Sari Ivansyah, Nur Fajar Izzah Nur Masyithoh Jihad Lukis Panjawa Khaerani, Anisa Zahra Khairul Ikhwan Khusna, Siti Lailatul Kusuma, Aditya Indra Luh Putu Ratna Sundari Lusiana, Indah Mas Eko Affandi MUH NURUL HUDA Nining Yulia Putri Norma Santi Novi Erawati Nugroho, Ramadhani Lukman Nuraini, Firda Nurfagfira, Uslifa Nurmala, Ahya Nurunnisa, Ika Amalia Nuwun Priyono Oky Pujianto Pardongan Sihombing Puspitasari, Amanda Yola Putri, Indah Ayu Johanda Rahmawati, Heni Ramdani, Deni Rita Dewi Anggraeni Purnamasari Rizqy, Dea Saefudin Safitri, Dea Tanti Sholeh Nur Rohmat Sih Bagas Pangerando Sijabat, Yacobo P Siti Nurhidayah Sonia Aprilia Saputri Sudati Nur Sarfiah Suko Rina Adibatunabillah Tisa Ayu Septiani Tri Puji Hastutik Tri Yulianingsih Trisyaningsih, Melati Utami, Dati Mega Utpala Rani Verawati, Dian Marlina Wulandari Wulandari Yanuariza, Yasmin Vitra