TRANSFORMASI STRATEGI PEMASARAN DAN KAMPANYE PROMOSI WARKOP MINDO BOGOR SELAMA ERA PANDEMI COVID-19

Abstract

Nowadays, the culture of gathering has become a trend in Indonesia. Many coffee shops are present with the aim of supporting the lifestyle of today's society. However, the COVID-19 pandemic has hit various important sectors in Indonesia, including the culinary sector. Many restaurants, coffee shops, and food stalls have been forced to stop their operations due to the impact of this pandemic. This paper discusses the marketing strategies used by Micro, Small and Medium Enterprises (MSMEs) to survive during the COVID-19 pandemic. This research uses a descriptive qualitative method and involves interviews with one of the owners of a culinary MSME in Bogor City, Warkop Mindo. The results of this study show that digital marketing turns out to be one of the effective strategies in marketing. The conclusion of this study is that the shift from conventional sales (dine in, take away) to digital sales has successfully saved Warkop Mindo's business from the impact of the COVID-19 pandemic