Intan Destrilia, I. W. Lendra, Pindo Riski Saputra
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引用次数: 0
摘要
本研究的目的是描述咖啡厅和餐馆在新冠肺炎大流行期间在地铁城市楠榜使用的数字营销策略。本研究采用描述性定量方法,对Metro City 10家咖啡厅和餐厅的访谈和观察数据进行分析。本研究的结果显示,Metro City的咖啡厅和餐厅使用的数字营销是通过Gojek和Grab等数字平台进行的,然后通过社交媒体Instagram进行广告投放。这表明,在2019冠状病毒病大流行期间,数字平台和社交媒体的使用在增加销售额和维持业务存在方面已被证明是有效的。本研究的结果可以作为各地区烹饪企业家的参考资料,以便他们在COVID-19大流行期间使用数字媒体来维持销售目标,因为人们被禁止在家中进行直接活动,希望它可以帮助减少身体互动和病毒的传播。
Strategi Digital Marketing Pengusaha Kuliner dalam Meningkatkan Penjualan di Masa Pandemi Covid-19
The purpose of this study was to describe digital marketing strategies used by cafés and restaurants during Covid-19 pandemic in Metro City – Lampung. The research employed descriptive quantitative approach by analyzing data from interviews and observations toward 10 cafés and restaurants in Metro City. The results of this study reveal that digital marketing used by cafés and restaurants in Metro City was throughout digital platforms such as Gojek and Grab, then advertising was done through social media Instagram. This shows that the use of digital platforms and social media has proven to be effective in increasing sales and maintaining the existence of a business during this COVID-19 pandemic. The results of this study can be used as a reference source for culinary entrepreneurs in various regions so that they can use digital media to maintain sales targets during the COVID-19 pandemic, where people are prohibited from doing direct activities outside the home, hopefully it can help reduce physical interaction and the spread of the virus.