ANALISIS PENERAPAN SOCIAL DISTANCING DAN PERUBAHAN PERILAKU KONSUMEN DALAM PEMASARAN PRODUK KEMEK.LAH DI KOTA PEMATANG SIANATAR
Main Article Content
Muammar Khaddafi
Diana Florenta Butar-Butar
Sri Hafnida Ritonga
Ben Setiawan
Hendri Mayanta Tarigan
Penelitian ini bertujuan untuk mengetahui bagaimana Strategi Pemasaran Produk Kuliner di Kota Pematang Siantar dalam Penerapan Sosial Distancing dan Perubahan Perilaku Konsumen Kemeklah. Jenis penelitian ini adalah penelitian Kualitatif dan hasil penelitian menunjukkan bahwa (1) Dampak adanya pembatasan sosial yang diterapkan sebelumnya mengakibatkan penjualan yang mengalami penurunan oleh pengusaha kuloner Kemeklah serta akibat dari itu pula terjadi perubahan perilaku pembelian konsumen dalam melakukan pembelian saat ini. (2) Penelitian ini dengan jelas menunjukan bagaimana dampak dari pembatasan sosial yang ada dengan mengubah konsep pemasaran yang dilakukan oleh pihak Kemeklah Pematang Siantar, dimana straegi pemasaran yang digunakan adalah digital marketing dengan alat pemasaran nya yakni Media sosial Instagram dan memang dilakukan hingga saat ini dan hasilnya penjualan yang diperoleh Kemeklah mengalami peningkatan baik dari sisi jumlah pesanan maupun dari sisi pelanggan yang juga bertambah yang artinya, Strategi Digital Marketing ini memiliki nilai yang postif (+) untuk dilakukan. (3) Setalah dilakukan nya strategi pemasaran menggunakan digital marketing, mereka memperoleh pesanan yang cukup tinggi setiap harinya dan ada juga pesanan yang harus di antarkan kerumah pemilik usaha dan karyawan kantor, akhirnya mereka menambahkan jasa layanan antar untuk menunjang kegiatan pemasaran nya. Hal ini juga ternyata mendapatkan nilai yang postif (+) bagi perkembangan usaha dengan pemasaran yang diterapkan saat ini, artinya bahwa analisis yang dilakukan mengenai jasa layanan antar ini bisa diterapkan dengan baik oleh pemilik Kemeklah Kota Pematang Siantar.
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