PUSH STRATEGY PADA SALURAN PEMASARAN PRODUK PIXY DI PT.DUTAMASINDO LABORA JAYA KARAWANG - Erni Haryani; Dwi Epty Hidayaty; Ery Rosmawati (JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 2022)
The Covid -19 pandemic in Indonesia has caused a global pandemic, including cosmetic companies experiencing a very drastic decline in turnover. Restrictions, social distancing, large-scale social and work form home provisions have made the number of cosmetic requests decrease. The decline in consumer spending interest due to the absence of a tester has led to a decline in consumer shopping for cosmetics offline. The cause of the absence of a tester is due to protection of consumer health, hygiene factors, and limited interaction between consumers and Sales Promotion girls due to social distancing. This makes business actors have to develop appropriate marketing strategies in order to get new customers because they have to compete in winning business competition. This study aims to determine the digital push strategy as a marketing channel for pixy products at PT Dutamasindo Labora Jaya Karawang. This study uses descriptive research with a qualitative approach. The research subjects were the Sales Promotion Girl Team Leader and the Area sales representative, totaling 2 people. Data analysis using qualitative descriptive techniques data obtained through direct interviews. Pandemi Covid -19 di Indonesia menyebabkan pandemi global tidak terkecuali perusahaan kosmetik mengalami penurunan omset yang sangat drastis. Pembatasan, social distancing, sosial berskala besar dan ketentuan work form home membuat jumlah permintaan kosmetik semakin menurun. Penurunan minat belanja konsumen akibat ketidaan tester menyebabkan menurunnya minat belanja konsumen kosmetik secara offline. Penyebab Ketiadaan tester dikarenakan perlindungan terhadap kesehatan konsumen, faktor higienitas, serta keterbatasan interaksi antara konsumen dan Sales Promotion girl akibat social distancing. Hal ini membuat para pelaku usaha harus mengembangkan strategi pemasaran yang tepat agar mendapatkan pelanggan baru karena harus bersaing dalam memenangkan persaingan bisnis. Penelitian ini bertujuan untuk mengetahui push strategy secara digital sebagai saluran pemasaran produk pixy di PT Dutamasindo Labora Jaya Karawang Penelitian ini menggunakan penelitian deskriptif dengan pendekatan kualitatif. Subjek penelitian yaitu Team Leader Sales Promotion Girl dan Area sales respentative yang berjumlah 2 orang. Analisis data menggunakan teknik deskriptif kualitatif data di peroleh melalui hasil wawancara secara langsung.