Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Pendapatan Driver Online Grab-Food Pada Masa Pandemi Covid-19 di Kota Banjarbaru

Gumara, Rivaldi Aditya (2023) Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Pendapatan Driver Online Grab-Food Pada Masa Pandemi Covid-19 di Kota Banjarbaru. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk : (1) Untuk mengetahui strategi pemasaran yang dilakukan dalam meningkatkan pendapatan Driver Online Grab-Food selama masa pandemi Covid-19 di Kota Banjarbaru. (2) Untuk mengetahui strategi pemasaran yang seharusnya dilakukan dalam meningkatkan pendapatan Driver Online Grab-Food pada masa pandemi Covid-19 di Kota Banjarbaru. Penelitian ini menggunakan rancangan deskriptif kualitatif. Responden penelitian adalah karyawan Grab, Driver Grab, Grab Merchant, dan Costumer Grab di Kota Banjarbaru, dengan pengumpulan data menggunakan teknik pengumpulan data secara observasi, wawancara, dan dokumentasi. Hasil dari penelitian menunjukkan bahwa strategi pemasaran yang diterapkan oleh Grab dalam mehadapi pandemi Covid-19 tidak sepenuh berjalan dengan baik, ada beberapa strategi pemasaran 7P yang diterapkan mengakibatkan kerugian bagi mitranya, hal ini lah yang harus diperhatikan guna keberlangsungan kedua belah pihak antara Grab dan mitranya. Peneliti memberikan strategi yang seharusnya diterapkan oleh pihak Grab untuk diterapkan pada masa pandemi Covid-19, peneliti memberikan strategi berdasarkan data hasil penelitian dilapangan serta dianalilis secara deskriptif kualitatif dengan mempertimbangkan semua pihak yang terkait Rivaldi Aditya Gumara, 2022, Analysis of Marketing Mix Strategy in Increasing RevenueDriver Online Grab-Food During the Covid-19 Pandemic in Banjarbaru City, Supervisor I : Dwi Wahyu Artiningsih, Advisor II : Evrica Zamilah. This study aims to: (1) To find out the marketing strategy used to increase revenueDriver Online Grab-Food during the Covid-19 pandemic in Banjarbaru City. (2) To know the marketing strategy that should be done in increasing revenueDriver Online Grab-Food during the Covid-19 pandemic in Banjarbaru City. This study uses a qualitative descriptive design. The research respondents were Grab employees,Driver Grab, Grab Merchant, andCostumer Grab in Banjarbaru City, by collecting data using data collection techniques by observation, interviews, and documentation. The results of the research show that the marketing strategy implemented by Grab in dealing with the Covid-19 pandemic has not fully gone well, there are several 7P marketing strategies that have been implemented resulting in losses for its partners, this is what must be considered for the sustainability of both parties between Grab and its partners . Researchers provide strategies that should be implemented by Grab to be implemented during the Covid-19 pandemic, researchers provide strategies based on field research data and analyzed descriptively qualitatively by considering all parties involved

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Bauran Pemasaran, Driver Online Grab-Food, Pandemi Covid-19
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Rivaldi Aditya Gumara
Date Deposited: 06 Feb 2023 03:09
Last Modified: 06 Feb 2023 03:09
URI: http://eprints.uniska-bjm.ac.id/id/eprint/15102

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