ANALISIS STRATEGI BAURAN PEMASARAN KRIPIK USUS RAMADHAN PADA MASA PANDEMI COVID-19

Abstract

The purpose of the study was to find out the marketing mix strategy carried out by the
Ramdhan intestine chips business during the covid-19 pandemic. The COVID-19 pandemic has had a
profound impact on various fields. Both health, politics, education, and economy. During the COVID-19
pandemic, it has had an impact on small and large scale businesses. Many workers have been laid off or
laid off as a result of declining purchases by consumers. This research approach uses a qualitative descriptive
method. From this research, it can be concluded that although the covid-19 pandemic also has an impact on
the Ramadhan intestine chips business, this business can still survive and even increase sales by
implementing a marketing mix strategy which consists of 4 marketing mix variables, namely product, price,
promotion.
Keywords: Marketing Mix Strategy, Product, Covid-19 Pandemic