Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Masa Pandemi Covid-19 di Restoran Happy Chappy Seminyak

Abstract

Masuknya Pandemi Covid-19 di Indonesia pada tanggal 1 Maret 2020 memberikan dampak buruk bagi sektor pariwisata, beberapa dampak dari Covid-19 diantaranya adanya penurunan pemasukan dan banyak restoran yang mulai tutup. Oleh karena itu untuk dapat mempertahankan penjualan restoran dibutuhkannya strategi-strategi pemasaran yang tepat dan dapat di gunakan pada masa Pandemi Covid-19. Dalam Penelitian ini dilakukan di Restoran Happy Chappy Seminyak, bertujuan untuk mengetahui strategi alternatif yang dapat digunakan pada masa Pandemi Covid-19 sehingga restoran dapat memenuhi target penjualan. Dengan meneliti variabel STP (Segmenting, Targeting, Positioning) dan bauran pemasaran untuk mengetahui kondisi eksternal dan internal perusahaan. Tehnik pengumpulan data menggunakan metode wawancara, angket observasi dan dokumentasi. Tehnik analisis data menggunakan metode deskriptif kualitatif dengan tehnik analisis SWOT, IFAS dan EFAS, kuadran SWOT beserta Matriks SWOT. Hasil penelitian menggunakan tehnik analisis SWOT, didapatkan titik kordinat sumbu X (internal)= 3,34 dan sumbu Y (eksternal) =1,94 sehingga didapatkan bahwa posisi Restoran Happy Chappy Seminyak pada kuadran 1 (satu) yaitu mendukung strategi pertumbuhan agresif (Growth Oriented Strategy) yakini mempertimbangkan target pasar untuk wisatawan lokal mengingat dimasa Pandemi Covid-19 saat ini kunjungan WNA ke Bali sangatlah rendah. Berdasarkan matriks SWOT yaitu strategi SO (Strengths-Opportunites) Restoran Happy Chappy Seminyak dapat memperkuat pemasaran melalui digital marketing, memfokuskan promosi di sosial media, menambahkan promo-promo menarik dan tetap mengikuti protokol kesehatan CHSE (Cleanliness, Health, Safety, Environment).

The entry of the covid-19 pandemic in indonesia on march 1 2020 had a negative impact on the tourism sector, some of the impacts of covid-19 included a decrease in income and many restaurants starting to close. Therefore, to be able to maintain restaurant sales, appropriate marketing strategies are needed and can be used during the covid-19 pandemic. In this research conducted at the happy chappy seminyak restaurant, it aims to find out alternative strategies that can be used during the covid-19 pandemic so that restaurants can meet sales targets. By examining the stp variables (segmenting, targeting, positioning) and the marketing mix to determine the company's external and internal conditions. Data collection techniques using interviews, observation questionnaires and documentation. Data analysis techniques used descriptive qualitative methods with swot, ifas and efas analysis techniques, the swot quadrants and the swot matrix. The results of the study using the swot analysis technique, obtained the coordinates of the x axis (internal) = 3.34 and the y axis (external) = 1.94 so it was found that the position of happy chappy seminyak restaurant is in quadrant 1 (one), which supports an aggressive growth strategy (growth oriented strategy) believes in considering the target market for local tourists, considering that during the current covid-19 pandemic, foreign visits to bali were very low. Based on the swot matrix, the happy chappy seminyak restaurant's so (strengths-opportunities) strategy can strengthen marketing through digital marketing, focus on promotions on social media, add attractive promos and adhere to the CHSE (cleanliness, health, safety, environment) health protocol.