PEKALONGAN CEKOW SUSHI DIGITAL MARKETING TO INCREASE SALES IN THE PANDEMIC
Abstract
One of the things that develops success to increase sales is to take advantage of current digital marketing. This research was conducted to examine how the Cekow Sushi MSME entrepreneurs use digital marketing as a strategy to increase sales during the pandemic. This study used qualitative research methods. The results of this study are the strategies that Cekow sushi used during the pandemic, including product marketing at Cekow sushi via online/digital marketing through social media and food delivery service applications such as go food or grab food. At first, Cekow Sushi used a pre-order system. After Cekow Sushi had many customers, they ventured to open a shop. Cekow Sushi's challenge in doing marketing, namely product introduction which is quite difficult to do. Because Cekow Sushi is basically a place to eat with Japanese nuances and flavors, so it is still foreign and unusual for the surrounding community. Then product advertising, it is quite difficult to do because of internet constraints. Because Cekow Sushi itself is located in an area that is used as a village, not in an urban area. This makes the internet signal an internal factor for Cekow Sushi. In addition, in terms of food raw materials must also be checked periodically. The owner of Cekow Sushi explained that if the raw material has passed 3-4 days, especially the sauce, then it must be thrown away for fear that the sauce has changed its taste. The implementation of the digital marketing strategy carried out by Cekow Sushi has a big impact on the running of the Cekow Sushi business. Because through digital marketing that has been carried out since the establishment of Cekow Sushi until now, the impact of Cekow Sushi is that it is increasingly known to many people and will greatly impact the turnover obtained by Cekow Sushi..
Keywords: Digital Marketing Strategy, UMKM, Social Media
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