DIGITAL MARKETING STRATEGY TO SURVIVE DURING COVID-19 PAND
Dublin Core
Title
DIGITAL MARKETING STRATEGY TO SURVIVE DURING COVID-19 PAND
Subject
Digital Marketing; social media; Content Marketing; Pandemic
Description
Indonesia is currently experiencing the spread of the Covid-19 virus, which has
not subsided. The government's appeal to prevent the spread of this virus requires
the public to stay at home. Uncertainty during the COVID-19 pandemic has
resulted in business actors, one of which is the Coffee Shop, which has
experienced a decline in income. For this reason, coffee shops must have a
strategy to survive during the COVID-19 pandemic. Digital marketing strategy is
a form of business to promote and introduce a brand and product using digital
media. It is the right step to survive during this pandemic. This study aims to find
out how to apply digital marketing strategies to BC Street Coffee to be able to
survive during the covid-19 pandemic. This study uses a qualitative method by
selecting a case study on BC Street Coffee through interviews and documentation
to the intended informants. Informants in this study were owners, employees, and
customers. Based on the results of the interview, BC Street Coffee implemented a
digital marketing strategy to survive during the covid-19 pandemic with several
strategies, namely 1) Implementing social media marketing, BC Street Coffee used
Instagram and Facebook as marketing media by utilizing photo and video features
to disseminate information about BC Street Coffee and promos that apply to the
delivery application (GoFood & GrabFood) consumers so they can find out the
products offered by BC Street Coffee, 2) Implement content marketing, BC Street
Coffee uses marketing content to help introduce products through featuresfeatures
adopted from social media, using messages that are packaged creatively
using attractive photos, captions, hashtags, and videos. And BC Street Coffee uses
or collaborates with local influencers in marketing or introducing products.
not subsided. The government's appeal to prevent the spread of this virus requires
the public to stay at home. Uncertainty during the COVID-19 pandemic has
resulted in business actors, one of which is the Coffee Shop, which has
experienced a decline in income. For this reason, coffee shops must have a
strategy to survive during the COVID-19 pandemic. Digital marketing strategy is
a form of business to promote and introduce a brand and product using digital
media. It is the right step to survive during this pandemic. This study aims to find
out how to apply digital marketing strategies to BC Street Coffee to be able to
survive during the covid-19 pandemic. This study uses a qualitative method by
selecting a case study on BC Street Coffee through interviews and documentation
to the intended informants. Informants in this study were owners, employees, and
customers. Based on the results of the interview, BC Street Coffee implemented a
digital marketing strategy to survive during the covid-19 pandemic with several
strategies, namely 1) Implementing social media marketing, BC Street Coffee used
Instagram and Facebook as marketing media by utilizing photo and video features
to disseminate information about BC Street Coffee and promos that apply to the
delivery application (GoFood & GrabFood) consumers so they can find out the
products offered by BC Street Coffee, 2) Implement content marketing, BC Street
Coffee uses marketing content to help introduce products through featuresfeatures
adopted from social media, using messages that are packaged creatively
using attractive photos, captions, hashtags, and videos. And BC Street Coffee uses
or collaborates with local influencers in marketing or introducing products.
Creator
Ayu Mirah Anjasmara Putri, I Gede Sanica
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Ayu Mirah Anjasmara Putri, I Gede Sanica, “DIGITAL MARKETING STRATEGY TO SURVIVE DURING COVID-19 PAND,” Repository Horizon University Indonesia, accessed January 22, 2025, https://repository.horizon.ac.id/items/show/7738.