ANALISIS STRATEGI PEMASARAN USAHA VILLA BUNGA NIRWANA MENGHADAPI PANDEMI COVID-19
نویسندگان
چکیده
Tujuan dari penelitian ini adalah untuk menjelaskan pemasaran yang telah dilakukan oleh pengelola Villa Bunga Nirwana, kendala dihadapi dalam memasarkan usaha situasi pandemi Covid-19, dan solusi di menghadapi Covid-19. Penelitian Nirwana terletak Banjar Dinas Carik Agung, Desa Lokapaksa, Kecamatan Seririt, Kabupaten Buleleng, Bali. Pengumpulan data dengan metode wawancara dokumentasi. Informan dipilih pemilik Villa, staf pengunjung Villa. Analisis cara mereduksi data, menyajikan menarik kesimpulan. Hasil menunjukkan bahwa (1) menerapkan bauran strategi pemasarannya yaitu produk, harga, tempat, promosi, (2) Covid-19 tidak adanya tamu menginap menyebabkan pendapatan mengalami penurunan signifikan, (3) dapat inovasi adaptasi bertahan saat ini.
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ژورنال
عنوان ژورنال: Daya Saing : Jurnal Ilmu Manajemen
سال: 2022
ISSN: ['2541-4356', '2407-800X']
DOI: https://doi.org/10.35446/dayasaing.v8i3.943