Strategi Pemasaran Kahve Café di Masa Pandemi Covid-19 Melalui Media Instagram - Siti Kartini; Yuliana Pinaringsih Kristiutami (LPPM STP ARS Internasional, 2021)
Pandemi COVID-19 berdampak pada seluruh industri termasuk industri makanan dan minuman. Salah satu usaha yang terdampak adalah Kahve Resto. Kahve merupakan salah satu tempat makan di Kota Bandung. Dalam menghadapi pandemi COVID-19, terdapat beberapa aspek pemasaran yang berubah serta strategi dalam menghadapinya. Penelitian ini bertujuan untuk mengetahui perbandingan penjualan sebelum dan selama pandemi COVID-19 serta untuk mengetahui strategi penjualan yang dilakukan Kahve dalam menghadapi pandemi. Penelitian ini merupakan penelitian deskriptif kualitatif. Metode yang digunakan adalah wawancara, observasi, dan dokumentasi. Hasil penelitian adalah aspek penjualan Kahve selama pandemi COVID-19 menurun. Selain itu, terdapat pengurangan menu yang kurang diminati promosi, dan juga memberi harga special paket sarapan dan harga tetap untuk menarik lebih banyak konsumen, promosi di sosial media Instagram, dan tata letak ruangan yang menyesiuaikan dengan protokol kesehatan seperti terdapat hand sanitizer, termometer, serta twmpat duduk yang berjauhan. The COVID-19 pandemic has impacted all industries including the food and beverage industry. One of the businesses affected is Kahve Resto. Kahve is one of the places to eat in the city of Bandung. In the face of the COVID-19 pandemic, there are several aspects of marketing that have changed as well as strategies for dealing with them. This study aims to find out the comparison of sales before and during the COVID-19 pandemic and to find out the sales strategy that Kahve did in dealing with the pandemic. This research is a qualitative descriptive study. The method used is interview, observation, and documentation. The result of the research is that the sales aspect of Kahve during the COVID-19 pandemic decreased. In addition, there is a reduction in menus that are less attractive for promotions, and also providing special prices for breakfast packages and fixed prices to attract more consumers, promotions on Instagram social media, and room layouts that adjust to health protocols such as hand sanitizers, thermometers, and sitting far apart.