Efektifitas Strategi Promosi Pada Keputusan Pembelian Konsumen Kuliner Di Kota Solo Masa Pandemi Covid-19

Fikrina Faraidi Fardani

doi:10.31328/bmb.v2i2.158

Fikrina Faraidi Fardani Universitas Nahdlatul Ulama

DOI: https://doi.org/10.31328/bmb.v2i2.158

Keywords: Promotion, Consumer Behavior, Consumer Purchasing Decision, Culinary, Covid-19

Abstract

Covid-19 has caused the economy to decline, but people's consumption patterns have actually increased. During the PSBB period, people are limited in their activities outside the home. However, there are still many people who buy culinary products with a fairly high intensity, both online and offline. Culinary products greatly affect the existence due to Covid-19. Attractive marketing strategies such as promos and discounts are allegedly able to create consumers. The purpose of this study is to confirm that the promotional strategies carried out by culinary business people have been effective in influencing consumer purchasing decisions. This research is a descriptive study using a quantitative analysis approach. Sampling in this study used a convenience sampling technique. The number of research samples was 130 respondents. The results of data analysis show that even though income is decreasing, personal consumption for just "snacking" is still there and tends to be high. Purchase of culinary products online is mostly done through online services. The existence of a promotional strategy in the form of discounts is able to attract consumers to make purchases. One of the reasons consumers buy online is because they are lazy to leave the house and the many promos offered by culinary business.

References

BCA Finance, “Peluang Bisnis di Masa Pandemi Corona”, https://www.bcafinance.co.id/ [March 21, 2021].
Cui, B., Yang, K. and Chou, T. 2016. Analyzing The Impact Of Price Promotion Strategies On Manufacturer Sales Performance. Journal of Service Science and Management, Vol. 9 No. 2, pp. 182-187.
Duffett, R.G. 2015, Facebook Advertising’s Influence On Intention-To-Purchase And Purchase Amongst Millennials. Internet Research, Vol. 25 No. 4, pp. 498-526.
Hanaysha, J. 2016. The Importance Of Social Media Advertisements In Enhancing Brand Equity: A Study On Fast Food Restaurant Industry In Malaysia. Business and Economic Research, Vol. 6 No. 1, pp. 46-51.
Hanaysha, J. 2018. An Examination of the Factors Affecting Consumer Purchase Decision in the Malaysian Market, PSU Research Review, Vol. 2 No.1, pp. 7-23.
Kemenperin RI, “Pandemi Ubah Pola Konsumsi, Industri Makanan Perlu Berinovasi”, https://kemenperin.go.id/artikel/22227/ [March 21, 2021].
Kotler dan Keller, Manajemen Pemasaran, Edisi 12, Jakarta: Erlangga, 2012.
Kusuma, Hendra, “Ekonomi RI Babak Belur Dihantam Corona”, https://finance.detik.com/berita-ekonomi-bisnis/d-5193430/ [March 10, 2021].
Stanton, W.J., Etzel, M.J. and Walker, B.J. (2007), Marketing, 14th ed., McGraw-Hill, Irwin.
Sugianto, Danang, “Ngeri, Bakal Banyak Restoran Diprediksi Gulung Tikar Tahun Ini”, https://finance.detik.com/berita-ekonomi-bisnis/d-5376223/ diakses pada Kamis, 11 Maret 2021.
Surapati, Untung, dan Syariful Mahsyar. 2020. Relationship Between Consumer Behavior, Discounts, and Purchase Decision, Vol. 4 No.1, pp. 197 – 203.
WHO, ”Apa Itu Coronavirus?”, https://www.who.int/indonesia/news/novel-coronavirus/qa/qa-for-public [March 10, 2021].
Zamani, Labib, “Pemkot Solo Longgarkan Jam Operasional Warung Makan Hingga Pusat Kuliner, Asalkan…”, https://regional.kompas.com/read/2021/01/11/21263611/ [March 10, 2021].
Zoellner, F. and Schaefers, T. 2015. The Impact Of Price Promotion Types On Sales And Brand Perception Of Premium Products. Developments in Marketing Science: Proceedings of the Academy of Marketing Science in Ideas in Marketing: Finding the New and Polishing the Old, Springer, Cham, pp. 528-528.