Analisis Strategi Bauran Pemasaran Event Organizer Pada Masa Pandemi Covid-19 - Surbakti , Karin Charissa Br; Tunjungsari , Komang Ratih; Susanti , Luh Eka (Jurnal Ilmiah Pariwisata dan Bisnis, 2023)
Virus covid-19 memberi dampak buruk pada banyak bidang usaha termasuk event organizer. Adanya larangan mengadakan acara membuat penjualan event menurun. Agar perusahaan dapat meningkatkan penjualan diperlukan strategi pemasaran yang tepat. Penelitian ini bertujuan menganalisis strategi bauran pemasaran 4P pada CV Matakail Communication. Metode penelitian ini adalah deskriptif dengan pendekatan kualitatif. Teknik analisis menggunakan Data Reduction, Data Display, Conclusion Drawing /Verification. Hasil dari penelitian menunjukkan strategi bauran pemasaran yang meliputi Product, Price, Place, Promotion sudah berjalan dengan cukup baik. Produk dari Matakail Communication adalah seminar, exhibition, road show, business gathering, creative design, brand activation, product launching, opening ceremony. Strategi price fleksibel menyesuaikan dengan permintaan jenis event dari konsumen. Untuk sistem digital management Matakail memberikan harga jual sekitar 8-12 juta rupiah. Place dari CV Matakail Communication Medan beralamat di Jl.Bunga Terompet, Gang Balai Kelurahan Sempakata, Kec.Medan Selayang-Kota Medan dan untuk venue event dilakukan dengan cara actual & virtual event. Strategi promotion dilakukan secara digital promotion dan direct promotion. Pada masa pandemi covid-19 ditemukan adanya aktivitas event di CV Matakail Communication Medan dengan penjualan sejumlah 11 event. The COVID-19 virus has had a negative impact on many business fields, including event organizers. The existence of a ban on holding events makes event sales decline. In order for companies to increase sales, the right marketing strategy is needed. This study aims to analyze the 4P marketing mix strategy at CV Matakail Communication. This research method is descriptive with a qualitative approach. The analysis technique uses Data Reduction, Data Display, Conclusion Drawing / Verification. The results of the study show that the marketing mix strategy which includes Product, Price, Place, Promotion has been running quite well. Products from Matakail Communication are seminars, exhibitions, road shows, business gatherings, creative design, brand activation, product launching, opening ceremonies. The price strategy is flexible according to the demand for the type of event from consumers. For the digital management system, Matakail provides a selling price of around 8-12 million rupiah. Place from CV Matakail Communication Medan is located at Jl. Bunga Terompet, Gang Balai Kelurahan Sempakata, Kec. Medan Selayang-Kota Medan and the event venue is carried out by actual & virtual events. The promotion strategy is carried out by digital promotion and direct promotion. During the COVID-19 pandemic, it was found that there were event activities at CV Matakail Communication Medan with sales of 11 events.