Marketing Communication Strategy In Efforts To Retain ConsumersHome Industry During a Pandemic and Rising Fuel Prices (Case Study on Tofu Entrepreneur Mr. Andreas in Baturetno Village)

Abstract

Abstract

Baturetno is one of the sub-districts in Wonogiri Regency which is approximately three kilometers from the center of Wonogiri Regency. Baturetno has a variety of small industries that are very rapidly developing. However, when Covid19 and the increase in fuel oil hit many industrial entrepreneurs who experienced difficulties, one of which was Andreas. Was affected but was able to survive in times of difficulty. Unlike other entrepreneurs who had stopped producing and selling because they were reluctant to get losses. The purpose of this study is to obtain information on what marketing communication strategies Andreas uses in order to survive during Covid and rising fuel increases. This research method uses qualitative descriptiveness by means of interviews with resource persons.

The theory used is in the form of a marketing mix in the form of 4P Product, Price, Place, Promotion. The result of this study revealed that Andreas’s tofu business uses the first product theory, namely the selection of qquality raw materials and good durability with the intention of getting satisfaction in front of consumers. Secondly, in terms of price, do not put too high prices to avoid dirty competition and to gain customer loyalty. Third, in terms of place, using market mobility to get consumers outside the region also avoids local market competition. Finally, in terms of promotion using social media and direct sales which are divided into Field Selling, Retail Selling and Executive Selling.