STRATEGI PEMASARAN PADA ERA COVID-19 TAHUN 2021 DI RESORT DESA ALAMANIS KOTA CIREBON

Aloysius, Ronaldo Setiadi (2022) STRATEGI PEMASARAN PADA ERA COVID-19 TAHUN 2021 DI RESORT DESA ALAMANIS KOTA CIREBON. D4 thesis, Poltekpar NHI Bandung.

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Abstract

ABSTRAK Proses penulisan Proyek Akhir ini didasari oleh implementasi penulis selama menempuh pendidikan D4 Program Studi Administrasi Hotel di Politeknik Pariwisata NHI Bandung. Pada masa pandemi covid-19 yang terjadi di tahun 2021, penulis ingin meneliti aspek dari strategi pemasaran untuk lokasi usaha di Resort Desa Alamanis Kota Cirebon dengan memperhatikan aspek Segmenting, Targeting, dan Positioning. Serta adanya bauran pemasaran atau maketing mix berupa 7P yaitu product, price, place, people, process, promotion, dan physical evidence. Penelitian ini menggunakan pendekatan deskripsi kualitatif dengan metode yang dipakai wawancara, dokumentasi, serta studi pustaka. Diperlukan tiga narasumber dalam pengambilan hasil wawancara yang sesuai dengan topik penulis yaitu strategi pemasaran. Dalam pengumpulan hasil wawancara dapat dinilai baik dan positif karena Resort Desa Alamanis Kota Cirebon dapat bertahan ditengah masa pandemi covid-19 khususnya di tahun 2021 sesuai dengan hasil simpulan yang dapat dilihat di BAB 5 serta hasil wawancara pada lembar lampiran. Kata kunci: strategi pemasaran, Segmenting, Targeting, Positioning, bauran pemasaran, 7P, ABSTRACT The process of writing this Final Project is based on the author's implementation during his D4 education in the Hotel Administration Study Program at the Tourism Polytechnic of NHI Bandung. During the covid-19 pandemic that occurred in 2021, the author wanted to examine aspects of the marketing strategy for business locations at the Alamanis Village Resort, Cirebon City by paying attention to the Segmenting, Targeting, and Positioning aspects. As well as the existence of a marketing mix or maketing mix in the form of 7Ps, namely product, price, place, people, process, promotion, and physical evidence. This study uses a qualitative description approach with the methods used are interviews, documentation, and literature studies. Three sources are needed in taking the results of interviews that are in accordance with the author's topic, namely marketing strategy. In collecting the interview results, it can be considered good and positive because the Alamanis Village Resort, Cirebon City can survive in the midst of the covid-19 pandemic, especially in 2021 according to the conclusions that can be seen in Chapter 5 and the results of the interviews on the attachment sheet. Keywords: marketing strategy, Segmenting, Targeting, Positioning, marketing mix, 7P

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