Marketing Strategy of Pamulang Spoon Food Court, South Tangerang During the Mids Covid-19 Pandemic
Abstract
During the Covid-19 pandemic, which hit all regions around the world, it had a huge impact on the global economy. Almost all businesses in all sectors experienced a decline in income, including the food court business. The definition of a food court is "A Food Court is a type of indoor plaza contiguous with counters of multiple food vendors and providing a common area for self-serve dining, which means that a food court is an area within a plaza with many food vendors adjacent and provides a public area that is used by visitors as a place to eat. Based on its definition, it can be seen that a food court is a place to eat which consists of food and beverage outlets (counters or booths) that offer a variety of varied menus. A food court is a dining area that is open (outdoor) or closed (indoor) and informal, and is usually located in malls, shopping centers, offices, universities or modern schools, or in separate locations. The food court business is one of those affected by the Covid-19 pandemic. The purpose of this study was to find out the right strategy for the Pamulang Spoon Food Court in marketing its products during the Covid-19 pandemic. The method used in this study is a qualitative descriptive method with data collection techniques of observation, interviews, literature studies as well as interpreting and describing the existing data along with the current situation. The results of this study prove that the application of marketing through digital marketing has a positive impact on the Pamulang Spoon Food Court where the use of digital marketing is considered necessary, especially in the midst of the Covid-19 pandemic, so that business activities can continue to run and generate economic value.
Keywords: Marketing Strategy, Food Court, Digital Marketing, pandemic Covid-19
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