Analisis Strategi Pemasaran Restoran Menghadapi Masa Pandemi Covid 19 Di Kota Pagar Alam
نویسندگان
چکیده
Penelitian ini untuk mengidentifikasi alternatif strategi pengembangan yang dapat diimplementasikan oleh usaha restoran di Kota Pagar Alam dalam menghadapi situasi pandemi covid 19. Teknik analisis menggunakan matriks IFE, EFE, IE, SWOT dan QSPM terhadap data primer diperoleh dari 70 responden konsumen 5 pengelola restoran. Hasil akhir penelitian menunjukkan penggunaan terpilih adalah pembangunan model e-commerce melalui kolaborasi platform digital bertujuan memperkecil gap dengan target pasar mengalami pergeseran selama masa pandemi. Strategi rangkaian hasil nilai TAS sebesar 5,3777. Implementasi dipastikan akan berdampak pada pola pengelolaan baik berkaitan langsung produk, pelayanan maupun aspek keuangan.
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ژورنال
عنوان ژورنال: Jurnal sains sosio humaniora
سال: 2021
ISSN: ['2580-1244', '2580-2305']
DOI: https://doi.org/10.22437/jssh.v5i1.14152