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All Journal Manajemen Agribisnis: Jurnal Agribisnis
Susi Putri Ayu Lestari
Program Studi Agribisnis Fakultas Pertanian Universitas Trunojoyo Madura
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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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 Mardiyah Hayati