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All Journal Jurnal Floratek AGRIEKONOMIKA Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura AGRARIS: Journal of Agribusiness and Rural Development Research Jurnal Ilmiah Pangabdhi AGRIMOR Agrisocionomics: Jurnal Sosial Ekonomi Pertanian GANEC SWARA Agriecobis : Journal of Agricultural Socioeconomics and Business Manajemen Agribisnis: Jurnal Agribisnis BASKARA: Journal of Business and Entrepreneurship AGRISCIENCE Jurnal Dinamika Sosial Ekonomi Jurnal Pengabdian Masyarakat Indonesia Jurnal Abdi Masyarakat Indonesia Sewagati
Mardiyah Hayati
Universitas Trunojoyo Madura
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Strategi Bertahan Kegiatan Pemasaran Home Industry YUAN Di Masa Pandemi Covid-19 Susi Putri Ayu Lestari; Mardiyah Hayati
Manajemen Agribisnis: Jurnal Agribisnis Vol 23 No 2 (2023): Manajemen Agribisnis: Jurnal Agribisnis
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/agribisnis.v23i2.3881

Abstract

Sales of business units have decreased due to the implementation of Large -Scale Social Restrictions (PSBB) by the government as an effort to suppress the spread of Covid-19 so that business units including “YUAN” industrial home-owners are required to consider post-pandemic marketing strategies to restore the economic condition of their business. Therefore, the aim of this study is (1) to analyze the existing strategy of YUAN’s home industry marketing; (2) to analyze the marketing strategy of YUAN’s home industry after the covid-19 pandemic; (3) to determine the priority of the marketing mix strategy after the covid-19 pandemic. The data analysis method used this research is STP analysis, marketing mix and Analytical Hierarchy Process. The results showed that (1) the owner has implemented segmenting, targeting, positioning, and marketing mix strategy however it does not reach the optimal; (2) the owner needs to evaluate the previous marketing strategies; (3) the priority of the marketing mix strategy after the covid-19 pandemic is distribution or place strategy.
Co-Authors Adelia Retno Wulandari Alivia Silmi Khoirunnisa Amanatuz Zuhriyah Amin Saputra Andrie Kisroh Sunyigono Anisah Anisah Anisah, Anisah Dian Eswin Wijayanti Diana Diana Durrotun Nafisah Febriyanti Amirotul Nabila Fuad Hasan Hawaina Septianingtyas Hikmatul Ummah Ira Khanitaturrahmah Isdiana Suprapti Isdiana Suprati Jumini Jumini Lilik Maulidiya Maulinda Agustin May Anggi Anesti Mohammad Wahyu Firdaus Mufa'ah Mufa'ah Rasita Risky Ariani Reftina D. Paramiswari Rina Chintya Dewi Rofif Insan Shalih Rosa Rotul Fahmi Rosyida Ekawati Salsabila Atikah Febrianti Siti Maisaroh Sri Rahayu SUCI FIRDAUS Susana Susana Susi Putri Ayu Lestari Syadza Afra Zakiyyah Syifaul Jannah Taufik Rizal Dwi Adi Nugroho Widya Nova Lestari