STRATEGI PEMASARAN PRIMA MART PRIMKOPAL JUANDA UNTUK MENINGKATKAN VOLUME PENJUALAN DI MASA PANDEMI COVID-19

Abstract

ABSTRACT

The pandemic COVID-19 is one of the external factors for companies and many companies are experiencing the impact of the pandemic COVID-19, one of which is Prima Mart Primkopal Juanda, so that Prima Mart is required to be able to record profits and increase sales volume during the pandemic COVID-19. The purpose of this article is to reveal the marketing strategy applied by Prima Mart Primkopal Juanda during the pandemic COVID-19. This type of research used in research is a qualitative method with a case study approach. The data collection technique used in the research was triangulation techniques including interviews, observation, and documentation. The informants in the study were the head of the unit and 3 employees of Prima Mart Primkopal Juanda. Based on the results of research, marketing strategies have a positive influence on Prima Mart. The results of sales turnover in the second quarter and third quarter of Rp. 1,956,839,135 and their monthly income is increasing. This shows that the existence of a marketing strategy has greatly influenced the income of Prima Mart Primkopal Juanda during the pandemic COVID-19.

Keywords: Marketing Strategy; Sales Volume; Pandemic COVID-19. 

ABSTRAK

Pandemi COVID-19 merupakan salah satu faktor eksternal bagi perusahaan dan banyak perusahaan yang mengalami dampak adanya pandemi COVID-19 salah satunya yaitu Prima Mart Primkopal Juanda, sehingga Prima Mart dituntut untuk bisa mencatatkan keuntungan dan meningkatan volume penjualan di masa pandemi COVID-19. Tujuan dari artikel ini yaitu untuk mengetahui strategi pemasaran yang diterapkan Prima Mart Primkopal Juanda di masa pandemi COVID-19. Jenis penelitian yang digunakan dalam penelitian yaitu metode kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data yang digunakan dalam penelitian yaitu menggunakan teknik tringulasi diantaranya wawancara, pengamatan dan dokumentasi. Informan dalam penelitian yaitu kepada ketua unit dan 3 karyawan Prima Mart Primkopal Juanda. Berdasarkan hasil penelitian strategi pemasaran memberikan pengaruh positif bagi pihak Prima Mart. Hasil omzet penjualan dalam kuartal kedua dan kuartal ketiga sebesar Rp. 1.956.839.135 dan pendapatan tiap bulannya semakin meningkat. Hal ini menunjukkan adanya strategi pemasaran sangat berpengaruh terhadap pendapatan Prima Mart Primkopal Juanda di masa pandemi COVID-19.

Kata Kunci: Strategi Pemasaran; Volume Penjualan; Pandemi COVID-19