Strategi Bauran Promosi Setelah Pandemi COVID-19 pada Perusahaan Jasa Event

Krisna, Made
Wiyasha, Ida Bagus Made
Astuti, Ni Luh Gde Sari Dewi

Jurnal Ilmiah Pariwisata dan Bisnis
Vol. 3 No. 7 (2024): Jurnal Ilmiah Pariwisata dan Bisnis Juli 2024

Industri jasa penyelenggaraan Event Organizer di Indonesia merupakan salah satu industri dengan tingkat pertumbuhan yang tinggi, sehingga usaha event organizer terus berkembang tiap tahun. Namun, pada masa pandemi COVID-19 usaha event organizer mengalami kerugian besar dengan pembatalan sejumlah project di seluruh Indonesia. Hal ini berpengaruh pada citra perusahaan yang mulai meredup, sehingga perlu dilakukan kegiatan promosi yang baik untuk meningkatkan citra perusahaan pasca pandemi COVID-19. CV.Stingray merupakan salah satu event organizer yang ada di Bali yang terkena dampak pandemi COVID-19 dan berhasil bertahan hingga saat ini. Tujuan penelitian ini dilakukan untuk mengetahui strategi promosi yang sudah dikembangkan CV.Stingray serta memberikan rekomendasi strategi alternatif bauran promosi yang dapat diimplementasikan oleh CV.Stingray. Penelitian kualitatif ini menggunakan metode pengumpulan data melalui wawancara, observasi, dan dokumentasi serta teknik analisis interaktif Miles & Huberman, untuk mengetahui strategi promosi yang dikembangkan CV.Stingray. Hasil dari penelitian ini berupa bauran promosi yang dilakukan oleh CV.Stingray yang memiliki kekurangan dibagian promosi offline. The event planning industry in Indonesia is one of those with a strong growth rate, thus the event planning industry is expanding every year. However, due to the cancellation of numerous projects across Indonesia during the COVID-19 pandemic, the event planning industry faced significant losses. Since the company's reputation has already started to tarnish as a result of this, effective promotional efforts are required to restore it following the COVID-19 epidemic. One of the event planners in Bali who was impacted by the COVID-19 outbreak and has persevered to this day is CV Stingray. The aim of this study was to identify the marketing approach implemented by CV Stingray and to provide recommendations for different promotional mix strategies that CV. Stingray could use. To learn more about CV Stingray's promotion approach, this qualitative study employs interactive analysis techniques created by Miles and Huberman together with data gathering procedures like interviews, observation, and documentation. The study's findings are presented in the form of a promotional mix created by CV Stingray, which has shortcomings in the area of offline promotion.