Strategi Promosi Dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Selama Pandemi Covid-19 (Studi Kasus Pada Pizza Hut Mojokerto)

Rahayuningsih, Suesthi, 0706097704 and Syamsul, M. Hidayat,0721057003 and Kasnowo, 0713038505 and Noer, Rizkiyana, 51702030041 (2021) Strategi Promosi Dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Selama Pandemi Covid-19 (Studi Kasus Pada Pizza Hut Mojokerto). Bachelor thesis, Universitas Islam Majapahit.

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Abstract

ABSTRAK Noer, Rizkiyana. 2021. Strategi Promosi dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Selama Pandemi Covid-19 (Studi kasus pada Pizza Hut Mojokerto). Skripsi/ tugas akhir, Program Studi Manajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : M. Syamsul Hidayat, SE., MM Pembimbing II : Kasnowo,S.Sos.I.,MM Penelitian ini bertujuan untuk mendeskripsikan : (1) Strategi promosi dan komunikasi pemasaran yang diterapkan Pizza Hut Mojokerto selama pandemi Covid-19 Pandemi Covid-19, (2) Kendala yang dihadapi Pizza Hut Mojokerto dalam meningkatkan volume penjualan ditengah pandemi Covid-19 Metode penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan deskriptif. Pengumpuulan data dilakukan melalui observasi langsung di lapangan, melakukan Fokus Group Diskusi dengan Informan serta selaku pebisnis serta dekumentasi kegiatan. Data di analisis melalui tahap pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Tahap akhir adalah menguji keabsahan data dengan prosedur Triangulasi Sumber. Penelitian ini menggunakan teori bauran promosi dan bauran komunikasi pemasaran. Dari hasil penelitian Pizza Hut Mojokerto dalam menjalankan strategi promosi dan komunikasi pemasaran menggunakan buran promosi dan komunikasi pemasaran seperti periklanan (Advertising), Pemasaran langsung (Direct marketing), promosi penjualan (sales promotion), hubungan masyarakat (public relations), pemasaran dari mulut ke mulut (word of mouth) serta pemasaran interaktif Kata Kunci : strategi promosi, komunikasi pemasaran, keputusan pembelian ABSTRACT Noer, Rizkiyana. 2021. Strategi Promosi dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Selama Pandemi Covid-19 (Studi kasus pada Pizza Hut Mojokerto). Thesis/final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : M. Syamsul Hidayat, SE., MM Advisor II : Kasnowo,S.Sos.I.,MM This study aims to describe: (1) Promotional and marketing communication strategies implemented by Pizza Hut Mojokerto during the Covid-19 pandemic, (2) Constraints faced by Pizza Hut Mojokerto in increasing sales volume amid the Covid-19 pandemic. This research method uses qualitative research methods with a descriptive approach. Data collection was carried out through direct observation in the field, conducting Focus Group Discussions with informants as well as businessmen as well as activity documentation. Data analysis through the stages of data collection, data reduction, data presentation and drawing conclusions. The final stage is to test the validity of the data with the Source Triangulation procedure. This study uses the theory of promotion mix and marketing communication mix. From the results of Pizza Hut Mojokerto's research in carrying out promotional strategies and marketing communications using promotions and marketing communications such as advertising (Advertising), direct marketing (Direct marketing), sales promotion (sales promotion), public relations (PR), word of mouth marketing. (word of mouth) and interactive marketing Keywords: promotion strategy, marketing communication, purchasing decisions

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