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All Journal Jurnal Studi Komunikasi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Komunika: Jurnal Dakwah dan Komunikasi ASPIRATION Journal Jurnal Komunikasi Esensi Daruna Jurnal Komunikasi
Azahari, Helmi
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Religion Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Food and Beverage Business Prospects during Covid-19 Pandemic Azahari, Helmi; Fantini, Endah; Samsudin, Samsudin; Hermawan, Rudianto; Susanto, Imam
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7288

Abstract

This study aimed to determine the prospects for the food and beverages business during the Covid-19 pandemic, through observation of the food and beverages business marketing communication strategy, in this case, the restaurant. The Covid-19 pandemic has devastated the restaurant business. The loss of restaurant entrepreneurs in 2020 is estimated at more than IDR 1 trillion. The research was conducted using marketing communication theory, including publications and advertising for company promotion. Several previous studies have highlighted the impact of the Covid-19 pandemic on the restaurant business in Indonesia. Among them are Niko Al-Hakim (2021) and Liliyana (2020). However, this research is different because the object of observation is a restaurant business that was only opened during the Covid-19 pandemic. The research was conducted using descriptive qualitative methods with a case study approach. As a result, the use of marketing communication promotion tools, in the form of publications and advertisements with a specific target audience, is very effective for company promotion during a pandemic because it can convey marketing messages with a budget that is not too expensive.
Co-Authors Armansyah Matondang, Armansyah Asy'ari, Nur Aini Shofiya Dwi Budi Santoso Fantini, Endah Febriyanti, Nurul Genny Gustina Sari Hadisty, Hadisty Hasna, Nayla Imam Susanto Kholil, Syukur Lahmuddin Mahesa, Muhamad Rifqi Marta, Rustono Mutia Mutia Mutia, Mutia Ramadhan, Ardiansyah Putera Rudianto Hermawan Samsudin Samsudin Welly Wirman