Abstract
The Covid-19 pandemic has an impact on various aspects. One of them is in the business aspect where the number of customers and sales turnover decreases, even businesses that are threatened with bankruptcy. however, jacks diner surabaya restaurant actually took this as their opportunity to establish a new Restaurant in Surabaya City. this becomes interesting to study because jacks diner surabaya restaurant established a restaurant during the covid-19 pandemic by using social media instagram and tiktok as their marketing strategy media. with the aim of attracting the attention of potential consumers. The strategy also aims to achieve high sales turnover. The purpose of this study was to identify and describe the marketing strategy of Jacks Diner Surabaya Restaurant with Instagram and TikTok which was carried out during the Covid-19 Pandemic. The research method used in this research is field qualitative with three-stage data analysis techniques, namely data reduction, data presentation and drawing conclusions. The results of this study regarding the use of instagram and tiktok as marketing strategy media for the Jacks Diner Surabaya Restaurant, the manager argues that using Instagram social media which is used as a marketing strategy media is an effective and efficient media for their marketing strategy. This has a positive impact on the sales turnover aspect of Jacks Diner Surabaya Restaurant which shows an increase from April to July after innovating by using social media Instagram.
References
Assauri, “Pengertian Pemasaran menurut para ahli,” Ilmu Ekon. ID, p. 1, 2017, [Online]. Available: Menurut Penelitian Tobing dan Hidayat (2012) Pemasaran dengan menggunakan digital marketing memiliki hubungan yang sangat terikat dengan implementasi pemasaran bisnis dengan memperhatikan manajemen hubungan konsumen.
N. Narottama and N. E. P. Moniaga, “Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar,” J. Master Pariwisata, vol. 8, p. 741, 2022, doi: 10.24843/jumpa.2022.v08.i02.p19.
P. S. Suprianto, “Promosi Festival Budaya Nyangku Panjalu,” Repos. Univ. Pas., pp. 1–51, 2018, [Online]. Available: http://repository.unpas.ac.id/id/eprint/34288
Raudah, “Analisis Strategi Marketing Melalui Instagram dan Tiktok untuk Meningkatkan Jumlah Pelanggan Dimasa Pandemi Dalam Perspektif Etika Bisnis Islam,” pp. 8–87, 2021.
D. Hariyanto, Buku Ajar Pengantar Ilmu Komunikasi Penulis : Didik Hariyanto Diterbitkan oleh Jl . Mojopahit 666 B Sidoarjo ISBN : 978-623-6081-32-7 Copyright © 2021 . Authors All rights reserved. 2021.
P. Suswanto and S. D. Setiawati, “Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia,” J. Ilmu Komun., vol. 3, no. 2, pp. 16–29, 2020, [Online]. Available: http://52.221.78.156/index.php/linimasa/article/view/2754
D. L. Wahyuni, A. Masyurah, and ..., “Analisis Kegiatan Komunikasi Pemasaran Restoran Bacco Wine Culture Jakarta,” J. Adm. Bisnis …, vol. 12, no. 1, 2022, [Online]. Available: https://ejournal.unsrat.ac.id/index.php/jab/article/view/39836%0Ahttps://ejournal.unsrat.ac.id/index.php/jab/article/download/39836/35849
D. Rahman, Y. Hartijasti, and U. Indonesia, “Peran social capital dalam memediasi pengaruh social media terhadap knowledge transfer dan work performance (studi kasus pada perusahaan umum bulog),” J. Ris. Bisnis dan Manaj. Tirtayasa, vol. 1, no. 2, pp. 125–136, 2017.
K. Nisak, “Food Photography dan Eating Out di Media Sosial Instagram,” vol. 6, no. September, pp. 31–40, 2017.
T. Siswanto, “Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah,” Liquidity, vol. 2, no. 1, pp. 80–86, 2018, doi: 10.32546/lq.v2i1.134.
N. Huda and A. Munandar, “Pengaruh Digital Marketing Dan Network Dalam Meningkatkan Kinerja Umkm Di Masa Pandemi Covid-19,” J. Sci. Mandalika, vol. 2, no. 9, pp. 470–480, 2021, [Online]. Available: http://ojs.cahayamandalika.com/index.php/jomla/article/view/455
M. S. Dr. Drs. Sugeng Pujileksono, Metode Penelitian Komunikasi Kualitatif. Malang: Intrans Publishing, 2016.
D. Rahmawati, “Implementasi program kerja pemberdayaan dan kesejahteraan keluarga dalam pemberdayaan ekonomi rumah tangga muslim di Kabupaten Lampung Tengah,” J. Chem. Inf. Model., vol. 53, no. 9, p. 65, 2017, [Online]. Available: http://repository.radenintan.ac.id/1457/
D. Mulyana, “Metodologi Penelitian Kualitatif.” p. 9, 2017.
H. Sundaro, “Positivisme Dan Post Positivisme: Refleksi Atas Perkembangan Ilmu Pengetahuan Dan Perencanaan Kota Dalam Tinjauan Filsafat Ilmu Dan Metodologi Penelitian,” Modul, vol. 22, no. 1, pp. 21–30, 2022, doi: 10.14710/mdl.22.1.2022.21-30.
This work is licensed under a Creative Commons Attribution 4.0 International License.