STRATEGI PEMASARAN SEBELUM DAN SETELAH PANDEMI COVID-19 (STUDI KASUS DI PRODUSEN WINGKO BABAT PADANGSARI)

Authors

  • Masine Slahanti Universitas Semarang
  • Sulistyorini Sulistyorini
  • Nining Hidayah

DOI:

https://doi.org/10.26623/slsi.v20i1.4348

Abstract

Wingko Babat is a kind of cake made from young coconut, glutinous rice flour and sugar. Wingko is very famous on the north coast of the island of Java. This cake is often sold at train stations, bus stations or also in cake shops for family gifts. Wingko is usually round and usually served warm and cut into small pieces. Wingko can be sold in the form of large rounds or also in the form of small cakes wrapped in paper. The combination of sugar and coconut makes this cake delicious. Wingko has an important role for the economic growth of this region. Currently wingko is a popular food in Babat and Semarang with different brands and sizes being sold. Marketing strategy is one way to increase sales volume through a series of continuous ways. The research was conducted by the manufacturer of wingko tripe Padangsari Banyumanik, Semarang. Methods of data collection is done by interview and observation. The results of the research show that the marketing strategy carried out by the Padangsari wingko babat producer is to sell to other sellers through resellers and reduce the selling price to the reseller, and change the wingko babat icon from a train to a night bus which has the characteristics of other wingko icons.. Through the 4P marketing strategy, namely price, product, promotion, and place. Through the 4P marketing strategy, it is hoped that sales from Wingko Babat will increase more than before the Covid-19 pandemic.

References

Beard, F., Petrotta, B., & Dischner, L. (2020). A history of content marketing. Journal of Historical Research in Marketing, 13(2), 139 158. https://doi.org/10.1108/JHRM-10-2020-0052

Kvale, S. (1996). Introduction: Interviewing as Research. In InterViews: An Introdouction to Qualitative Research Interviewing (hal. 1 13).

Lindgreen, A., Di Benedetto, C. A., Thornton, S. C., & Geersbro, J. (2021). Editorial: Qualitative research in business marketing management. Industrial Marketing Management, xxxx. https://doi.org/10.1016/j.indmarman.2021.02.001

Markets, D. (1999). How to create, win, and dominater markets.

Marlius, D. (2016). Pengaruh Bauran Pemasaran Jasa Pada Bank Nagari Cabang Muaralabuh. Pengaruh Bauran Pemasaran, 3(1), 12 22.

Marlius, D. (2017). Keputusan pembelian berdasarkan faktor psikologis dan baurn pemasaran PT. Intercom Mobilindo Padang. Pundi, 01(01), 57 66.

McDonald, M. (2021). Viewpoint a big opportunity for interactive marketing post-COVID-19. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-03-2021-0092

Beard, F., Petrotta, B., & Dischner, L. (2020). A history of content marketing. Journal of Historical Research in Marketing, 13(2), 139 158. https://doi.org/10.1108/JHRM-10-2020-0052

Kvale, S. (1996). Introduction: Interviewing as Research. In InterViews: An Introdouction to Qualitative Research Interviewing (hal. 1 13).

Lindgreen, A., Di Benedetto, C. A., Thornton, S. C., & Geersbro, J. (2021). Editorial: Qualitative research in business marketing management. Industrial Marketing Management, xxxx. https://doi.org/10.1016/j.indmarman.2021.02.001

Markets, D. (1999). How to create, win, and dominater markets.

Marlius, D. (2016). Pengaruh Bauran Pemasaran Jasa Pada Bank Nagari Cabang Muaralabuh. Pengaruh Bauran Pemasaran, 3(1), 12 22.

Marlius, D. (2017). Keputusan pembelian berdasarkan faktor psikologis dan baurn pemasaran PT. Intercom Mobilindo Padang. Pundi, 01(01), 57 66.

McDonald, M. (2021). Viewpoint a big opportunity for interactive marketing post-COVID-19. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-03-2021-0092

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4 29. https://doi.org/10.1007/s11747-018-0598-1

Ningratri, Y. A. (2018). Analisis Pengaruh Strategi Bauran Pemasaran Jasa (3P)Terhadap Keputusan Mahasiswa Memilih STIM SUKMA Medan. 80. https://doi.org/10.31227/osf.io/swg4a

Putri, B. R. . (2020). Manajemen Pemasaran : Manajemen Pemasaran Modern. Management Pemasaran, 9(2), 26. https://repository.bsi.ac.id/index.php/unduh/item/288824/FULL-PAPER-KOMPETITIF_NTW.pdf%0Ahttps://simdos.unud.ac.id/uploads/file_pendidikan_1_dir/b58765ed9f677b462ec139088213ec99.pdf

Rahardjo, M. (2017). Studi kasus dalam penelitian kualitatif: konsep dan prosedurnya. Universitas Islam Negeri Maulana Malik Ibrahim Malang.

Schwarzl, S. (2018). Online marketing strategies. Dental Abstracts, 63(1), 11 12. https://doi.org/10.1016/j.denabs.2017.09.011

Suryawati, D. A., & Osin, R. F. (2019). Analisis Menu Untuk Menentukan Strategi Bauran. Jurnal Manajemen Pelayanan Hotel Akademi Komunitas Manajemen Perhotelan Indonesia, 3(1), 29 35.

Trim, P. R. J., & Lee, Y. I. (2021). How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy. Journal of Business and Industrial Marketing, 10(August), 1943 1955. https://doi.org/10.1108/JBIM-12-2019-0544

Zangiacomi, A., Pessot, E., Fornasiero, R., Bertetti, M., & Sacco, M. (2020). Moving towards digitalization: a multiple case study in manufacturing. Production Planning and Control, 31(2 3), 143 157. https://doi.org/10.1080/09537287.2019.1631468

https://money.kompas.com/read/2021/04/14/094253426/mengenal-arti-reseller-dan-dropship

Downloads

Published

2022-03-31

Issue

Section

Articles