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All Journal LUGAS Jurnal Komunikasi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Economics, Management, Business, and Social Science Indonesian Journal of Contemporary Multidisciplinary Research Jurnal Komunikasi Esensi Daruna Journal of Information Systems Management and Digital Business Jurnal Penelitian dan Pengkajian Ilmiah DISCOURSE : Indonesian Journal of Social Studies and Education Jurnal Komunikasi
Fantini, Endah
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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 Alhuriah, Anindia Sevina Alwan, Sobari Amiruddin, M. Ruslan Astuti, Marhanani Tri Aulia Fadhilah Hana Azahari, Helmi Desrizal Dewi, Rd. D. Lokita Prasmesti Dwi Budi Santoso Hamdi, Fuadi Hana, Aulia Fadhilah Hasan, Basri Made Hasan, Hamdi Fuadi Hasna, Nayla Imam Susanto Mahesa, Muhamad Rifqi Mohammad Sofyan Mutia Mutia Mutia, Mutia Ramadhan, Ardiansyah Putera Riswanto, Wendy Eko Rudianto Hermawan Ruswanto, Wendy Eko Samsudin Samsudin Sobari Sobari Sudinta, Heru Wulandari, Siti Hardiati