Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 92-101
Decision Making of Marketing Strategy CV. Gabovira Sinar Cemerlang in Facing the COVID-19 Pandemic
Appin Purisky Redaputri1, Puspa Dewi Kusumaningsih2
1,2Faculty of Economics and Business, Bandar Lampung University, Jln. Zainal Abidin Pagar Alam No.26, Labuhan Ratu, Kedaton, 35142, Bandar Lampung, Indonesia
Corresponding Author: Appin Purisky Redaputri
ABSTRACT
Introduction: Inaccurate marketing strategy which was carried out by CV. Gabovira Sinar Cemerlang in dealt with the COVID-19 Pandemic had an impact on sales trends in each month which tend to fluctuate;the aim of the researcher was to find out what should marketing strategy CV did. Gabovira Sinar Cemerlang and which marketing strategy was prioritized in increased the sales trend of CV. Gabovira Sinar Cemerlang during the COVID-19 pandemic.
Research Methods: Researchers used descriptive analysis methods and used Soft System Methodology (SSM) and Analytical Hierarchy Process (AHP) methods.
Analysis and Discussion: The factors that influence the results of the research on the success of the marketing strategy of CV. Gabovira Sinar Cemerlang there were five sub-criteria for online factors such as market place, social media, website, e-mail marketing and interactive advertising, Five sub-criteria for offline factors such as word of mouth, public relations, direct marketing, events and sales promotion. The priority of alternative strategies, namely increased promotion and socialization programs, promoted the new innovative motif of batik more than before, customer relation programs (improved good relations with consumers) and changed services that further ensure the safety (sterility) of batik products and showrooms with quality goods up to the hands of consumers.
Conclusion: The strategy for surviving the COVID-19 pandemic is learn more detail and take advantage of technology that was already existed by sold through digital marketing, e-commerce, innovated products and keept loyal customers.
Keywords: Marketing Strategy, Analytical Hierarchy Process (AHP), COVID-19 Pandemic.
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