ANALYSIS OF SERVICE BUSINESS GROWTH AND MARKETING STRATEGIES USED IN THE DIGITAL TECHNOLOGY ERA DURING THE COVID-19 PANDEMIC
(Case Study on PT. Sucofindo Medan)
##plugins.themes.EpsilonTheme.article.main##
Meirizka Miranda Nasution*
Nana Dyki Dirbawanto
Onan Marakali Siregar
In the current era of the COVID-19 pandemic, people are expected to be able to engage directly in the digital world. As done by PT. Sucofindo Medan. Continuous technological innovation is the company's obligation to be able to compete with competitors. Therefore, PT. Sucofindo Medan must update the marketing strategy used. The aim of this research is to analyze the growth of the service business and marketing strategies used in the digital era during the COVID-19 pandemic at PT. Sucofindo. The theory used is to look at the company's Value Preposition which is connected to the marketing mix indicator. Based on the research results, it is known that the application of Value Preposition becomes a company evaluation based on the Customer Profile indicator, namely Customer Jobs, pains, and gains, which explain the desires and obstacles felt by consumers. The company provides solutions for Product and Services indicators, Gain Creators and Pain Relievers. The combination of Value Preposition Marketing Mix on company promotion indicators can be improved by developing many applications that can help potential customers, one of which is KSO-SCISI, which is able to monitor orders, receive payments, and accommodate customer feedback so that service is more optimal.
Asini, U., & Gunalitake, M. (2017). Factors Effecting Growth if Small and Medium Enterprise in Sri Lanka. Journal of Business and Economic Policy, 3(4), 62–71.
Binus University. (2021). Mengenal Lebih Jauh Tentang Society 5.0. Binus University.
Ekonomi Binis. (2021). Peluang Bangkitnya Sektor Jasa.
Fajrillah, F., Purba, S., Sirait, S., Sudarso, A., Sugianto, S., Sudirman, A., Febrianty, F., Hasibuan, A., Julyanthry, J., & Simarmata, J. (2020). Smart entrepreneurship: peluang bisnis kreatif & inovatif di era digital. Yayasan Kita Menulis.
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa (strategi, mengukur kepuasan dan loyalitas pelanggan). Deepublish.
Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, E., Sudarso, A., Purba, B., Lie, D., Sisca, S., Simarmata, H. M. P., & Permadi, L. A. (2021). Manajemen Pemasaran Jasa. Yayasan Kita Menulis.
Haryanti, S., Mursito, B., & Sudarwati, S. (2019). Analisis strategi pemasaran digital untuk meningkatkan penjualan produk batik pada PT. Danar Hadi Surakarta. Jurnal Ilmiah Edunomika, 3(01).
Moleong, L. J. (2017). Metode Penelitian Kualitatif, cetakan ke-36. PT. Remaja Rosdakarya Offset.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. CV. Pustaka Setia.
Rosmadi, M. L. N. (2021). Penerapan strategi bisnis di masa pandemi Covid-19. IKRAITH-EKONOMIKA, 4(1), 122–127.
Sugiyono, D. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Suswanto, P., & Setiawati, S. D. (2020). Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia. Linimasa: Jurnal Ilmu Komunikasi, 3(2), 16–29.
Widawati, C. D., Sebayang, K. D. A., & M, S. (2022). Business Development Strategy Of Small And Medium Enterprises During Covid-19 Condition In The Coffee Shop Culinary Industry Sector In Bogor City. Journal Of Management, Accounting, General Finance And International Economic Issues (Marginal), 1(4), 65–78. https://doi.org/https://doi.org/10.55047/marginal.v1i4.298
