STRATEGI PEMASARAN FROZEN FOOD PADA MASA PANDEMI COVID 19 DI KOTA SERANG

  • Hj. Fidziah STIE Banten

Abstract

At the end of 2019, the World was shocked by the outbreak of a virus called the Corona virus or Covid 19. The Corona virus entered Indonesia at the end of 2019, throughout 2020, thousands of people died and treated after being declared exposed to the Corona virus. This eventually led to changes in community governance which was influenced by Goverment Policies with implementation of lockdown areas (closure of territory) LSTR (Large-scale territorial restrictions) the limit activities of residents in an area infected with this virus so that, the spread of virus does not become more widespread. This eventually affects the activities of community as a whole, namely being unable to more freely and normally as usual. Which was affects the economic sector in general and small business sector. One of them is the Frozen Food business. This research uses a descriptive method, qualitative approach. The results of this research indicate the marketing strategy used by Frozen Food businesses during the Covid 19 namely: the product made have many variants, durable product and practical packaging, product prices can be reached by the general public, emphasizing investment costs by making the central production house and sales, market products using digital marketing (Whatsapp, Instagram,Facebook), Direct Selling and word-of-mouth.

 

Key Word  : Marketing Strategy, Frozen Food, Pandemi Covid 19

Published
2020-08-31