Strategi Digital Marketing Hypermart Untuk Mempertahankan Keberlangsungan Usaha di Masa Pandemi

Rahayu, Sri and , Surya Jatmiko, S.Pd., M.Pd. (2023) Strategi Digital Marketing Hypermart Untuk Mempertahankan Keberlangsungan Usaha di Masa Pandemi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

During the pandemic, business people had to experience various difficulties, especially retail companies, which had to face various difficulties in selling their products. The purpose of this study is to describe hypermart's digital marketing strategy to maintain business continuity during a pandemic and the inhibiting factors in implementing hypermart's digital marketing strategy to maintain business continuity during a pandemic. Researchers used qualitative research methods with a case study research design. The subjects in this study consisted of the head of the shop, two marketing employees and three consumers. The data collection techniques used were interviews, observation and documentation. The validity of the data in this study used source triangulation and technique triangulation. Data analysis technique using interactive analysis. The research results obtained show that the digital marketing strategy implemented by Hypermart includes websites, instant messaging marketing used by WhatsApp, social media marketing such as Instagram and Facebook, content marketing such as live Instagram and videos via Instagram reels, collaboration with marketplaces such as Shopee, Tokopedia. and blibli. And the inhibiting factors in implementing digital strategies such as intense competition and inconsistency in intensifying strategy.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Digital Marketing Strategy, Pandemic, Hypermart
Subjects:	L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User:	SRI RAHAYU
Date Deposited:	18 Aug 2023 03:41
Last Modified:	18 Aug 2023 03:41
URI:	http://eprints.ums.ac.id/id/eprint/115907

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