| dc.contributor.author | PUTRA, CHRISNA | |
| dc.date.accessioned | 2022-01-03T09:34:27Z | |
| dc.date.available | 2022-01-03T09:34:27Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/3958 | |
| dc.description | The purpose of this research is to create a digital marketing strategy for the Chris
Pork Company during the COVID-19 Pandemic. The subjects studied were five
informants consisting of two food business entrepreneurs, two social media
consultants, and one culinary business expert who were taken randomly with
several considerations using the purposive sampling method. The data collection
technique used in this research is to conduct in-depth interviews with informants.
Research variables used by the researcher are digital marketing strategies,
marketing costs, marketing promotions, customer interaction, visual design, the
impact of the pandemic, and restaurant performance. After that, the researcher
analyzed the results of the data using the triangulation method, namely by
comparing data from informants and theories from previous studies to obtain a
conclusion. Based on the triangulation results, it can be concluded that the role of
digital marketing is very important for Chris Pork Company to maintain and
develop the company in the midst of the COVID-19 pandemic if digital marketing
is carried out consistently, has the right target consumers, and is creative. In
addition, there are several factors that can affect the success of digital marketing,
namely, marketing and promotion costs in digital marketing. | en_US |
| dc.description.abstract | Tujuan dari penelitian ini adalah untuk membuat strategi digital marketing untuk
perusahaan Chris Pork di masa Pandemi COVID-19. Subjek yang diteliti adalah
sebanyak lima informan yang terdiri dari dua pengusaha bisnis makanan, dua
konsultan media sosial, dan satu ahli bidang usaha kuliner yang diambil secara acak
dengan beberapa pertimbangan dengan metode purposive sampling. Teknik
pengumpulan data yang dilakukan dalam penelitian ini adalah dengan melakukan
wawancara secara mendalam dengan informan. Variabel penelitian yang digunakan
oleh peneliti adalah strategi digital marketing, biaya marketing, promosi marketing,
customer interaction, desain visual, dampak pandemi, dan performa restoran.
Setelah itu, peneliti menganalisis hasil data menggunakan metode triangulasi yakni
dengan membandingkan data dari informan dan teori dari penelitian terdahulu
untuk memperoleh suatu kesimpulan. Berdasarkan hasil triangulasi tersebut, dapat
disimpulkan bahwa peran digital marketing sangatah penting bagi perusahaan Chris
Pork untuk tetap mempertahankan dan mengembangkan perusahaan di tengah
pandemi COVID-19 jika digital marketing dilakukan dengan konsisten, memiliki
sasaran konsumen yang tepat, dan kreatif. Selain itu, ada beberapa faktor yang dapat
memengaruhi keberhasilan digital marketing yakni, biaya marketing dan promosi
dalam digital marketing. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Digital Marketing | en_US |
| dc.subject | Pandemi COVID-19 | en_US |
| dc.subject | Perusahaan Chris Pork | en_US |
| dc.title | STRATEGI DIGITAL MARKETING UNTUK PERUSAHAAN CHRIS PORK DI MASA PANDEMI COVID-19 | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0702068502 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217901 | |
| dc.identifier.dosenpembimbing | AGUSTINUS NUGROHO | |
