<![CDATA[ABSTRAK: Strategi pemasaran merupakan wujut rencana yang terarah di bidang pemasaran untuk memperoleh suatu hasil yang optimal. Strategi ini sangat penting mengingat sebaik apa pun segmentasi pasar, pasar sasaran, dan posisi pasar yang dilakukan tidak akan berjalan jika tidak diikuti dengan strategi yang tepat. Justru strategi pemasaran salah satu ujung tombak untuk meraih konsumen sebanyak- banyaknya. Tujuan penelitian yang ingin dicapai dengan diadakannya penelitian ini adalah untuk mengetahui analisis strategi pemasaran dimasa pandemic covid- 19 pada PT. Hasjrat Abadi Yamaha Sentral Malalayang melalui penerapan strategi 7p produk (product), harga (price), promosi, tempat/distribusi (place), proses (process), orang (people) dan bukti fisik (phsycal evidence) dalam upaya meningkatkan Penjualan sepeda motor Yamaha. Kata Kunci : Strategi Bauran 7P, Sepeda Motor, New Normal ABSTRACT: Marketing strategy is a form of a directed plan in the field of marketing to obtain an optimal result. This strategy is very important considering that no matter how well the market segmentation, target market, and market positioning is done, it will not work if it is not followed by the right strategy. In fact, the marketing strategy is one of the spearheads to reach as many consumers as possible. The research objective to be achieved by conducting this research is to find out the analysis of marketing strategies during the Covid-19 pandemic at PT. Eternal Desire Yamaha Sentral Malalayang through the implementation of the 7p strategy of product (price), promotion, place/distribution (place), process (process), people (people) and physical evidence (physical evidence) in an effort to increase motorcycle sales Yamaha. Keywords: 7P Mix Strategy, Motorcycles, New Normal]]>
