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Taufik Taufik
Pendidikan Matematika-Pascasarjana Universitas Negeri Malang
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Journal : Jurnal Pengembangan Wiraswasta

 1 
Peranan Platform Food Delivery Service dalam Mendukung Marketing Mix UKM di Masa New Normal Taufik Taufik; Ali Masjono; Irwan Kurniawan; Karno Karno
Jurnal Pengembangan Wiraswasta Vol 22, No 02 (2020): JPW Edisi Agustus 2020
Publisher : LP2M Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (776.586 KB) | DOI: 10.33370/jpw.v22i02.426

Abstract

Platform food delivery service merupakan salah satu bentuk digital marketing yang diterapkan oleh sebagian UKM bisnis kuliner. Penelitian ini menguraikan peranan platform food delivery service dalam mendukung 8 aspek stimulus perusahaan (marketing mix) bisnis kuliner UKM di masa new normal. Metode yang digunakan melalui pendekatan kualitatif deskriptif. Data yang digunakan bersumber dari data sekunder hasil observasi lapangan dan dokumentasi. Objek penelitian terdiri dari vendor Grabfood dalam menampilkan layanan terhadap 25 merchant UKM bisnis kuliner yang telah mengadopsi kemitraan food delivery service Grabfood di masa new normal. Penelitian diadakan pada Maret sampai Juli 2020 di kota Depok. Hasil analisis menunjukkan bahwa platform food delivery service telah berperan dalam mendukung 8 aspek marketing mix yaitu Product, Price, Place, Promotion, Physical Evidence, Process, Probe.Kata kunci: Food delivery service; digital marketing, kinerja bisnis, marketing mix, UKM The Role of the Food Delivery Service Platform in Supporting the SME’s Marketing Mix in the New Normal PeriodABSTRACTThe food delivery service platform is a form of digital marketing implemented by some culinary business SMEs. This study describes the role of the food delivery service platform in supporting 8 aspects of the corporate stimulus (marketing mix) of the SME culinary business in the new normal. The method used is a descriptive qualitative approach. The data used comes from secondary data from field observations and documentation. The research object consists of Grabfood vendors in displaying services to 25 culinary business SME merchants who have adopted the Grabfood food delivery service partnership in the new normal era. The research was held from March to July 2020 in the city of Depok. The analysis results show that the food delivery service platform has played a role in supporting 8 aspects of the marketing mix, i.e. Product, Price, Place, Promotion, Physical Evidence, People, Process, Probing.Keywords: Food delivery service; digital marketing, business performance, marketing mix, SMEs
Co-Authors A Yusdianti Tenriawali A. Yusdianti T. Adnan Radjak Afri Adnan Afrinaldi, Feri Agus, Isnandar Ahmad Syafruddin Akbarizan Akbarizan Alexie Herryandie Alfadhlani Alizar Hasan Almi Jera Amaluddin Amaluddin Anak Agung Gede Sugianthara Andi Fitriani Djollong Anggi Andriyadi Anita Anita Asmuliardi Muluk Asriani Abbas Azwar Azwar Brigitta Indah Kurniati Bukhari Bukhari Darsono Darsono Desto Jumeno Devi, Mira Dicky Fatrias Difana Meilani Elita Amrina Eri Wirdianto Eva Safitri Maladeni Fadzar Allimin Fiptar Abdi Alam Gadis Deslinda Hamran Hamran Handi Yuga Handoyo Widi Nugroho Hasddin Hasddin Haydir Haydir Henmaidi Henmaidi Hidayatullah Ismail Hilma Raimona Zadry Idham Handa Ikhwan Arief Irhamna Hidayati Irvan Fajar Mulia Irwan Kurniawan Jasafat Jasman Jasman Jonrinaldi Juliater Simarmata Kamil, Insannul Karno Karno Khairunnas Jamal Khairunnas Rajab Komaruddin Komaruddin Kurniati Rahayuni Lisa Anggraini Ludin Ludin Lusi Susanti M Faqih Alfarizi M. Fazli Marwan Marwan Marwan R. Yantu Marwan Yantu Moordiningsih Moordiningsih muchtar, ali masjono Muhamad Danang Wijaya Muhammad Naim Muhammad Nur Maallah Musa Asy’arie Nabila Rezky Palenza Nilda Tri Putri Nina Mardiana (F01108057) Novita Sari P. Masuku Nur Faidah, Mega Ilfi Prima Fithri R.Iskandar Ali Rahmalia Syahputri Ranie Ayu Hapsari reinny patrisina Retno Sunu Astuti Rika Ampuh Hadiguna Ruki Rizal Nul Fikri Salman Yoga S Shania Nourita Silakhuddin Silakhudin Sisca Efnita Sisfahyuni Sisfahyuni Sri Ipnuwati Sudiman Sudiman Suprapto Suprapto Suprapto Suprapto Susiati Susiati Suyamto Suyamto Syamsuriah Syamsuriah Tadjuddin Maknun Tjipto Sujitno Tohirin Tohirin Usmi Karyani Usnul Lestari Villa Eva Delvia Ginal S Wisnel Wisnel Yukta terate syura Zahrotul Uyun