RUFAIDAH ADILAH, - (2023) REVITALISASI PADA PRODUK DODOL PICNIC SEBAGAI OLEH-OLEH KHAS GARUT PASCA PANDEMI COVID-19. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Garut merupakan salah satu kabupaten di Provinsi Jawa Barat yang memiliki berbagai macam oleh-oleh khasnya, salah satunya dodol. Terdapat produsen dodol terkenal di Garut yaitu PT Herlinah Cipta Pratama yang memiliki merek Dodol Picnic. Namun, akibat pandemi covid-19 melanda mengakibatkan penurunannya jumlah penjualan produk Dodol Picnic, sehingga perlu dilakukannya revitalisasi pada strategi pemasaran. Revitalisasi merupakan suatu upaya untuk menghidupkan kembali keadaan yang sebelumnya mengalami penurunan atau kurang terberdaya.Tujuan dari penelitian ini adalah untuk melakukan penulisan dokumen secara Karya Tulis Ilmiah mengenai revitalisasi strategi pemasaran pada produk Dodol Picnic, kualitas produk Dodol Picnic setelah dilakukan revitalisasi dan peran pemerintah daerah dalam membantu menangani kondisi pasca pandemi covid-19. Metode penelitian yang digunakan adalah metode kuantitatif dan kualitatif dengan analisis deskriptif melalui pengumpulan beberapa data berupa kuesioner, wawancara dan observasi. Kuesioner disebarkan kepada 110 orang konsumen mengenai kualitas produk dari produk Dodol Picnic, melakukan wawancara dengan pihak perusahaan mengenai revitalisasi strategi pemasaran pasca pandemi covid-19 dan pihak Dinas Perindustrian, Perdagangan, Energi dan Sumber Daya Mineral Kabupaten Garut. Hasil dari penelitian ini menunjukkan bahwa perusahaan melakukan beberapa upaya dalam melakukan revitalisasi pada strategi pemasaran dalam menghadapi kondisi pasca pandemi covid-19, peran pemerintah dalam membantu menangani kondisi pasca pandemi covid-19 di sektor industri dan tanggapan konsumen yang menilai bahwa kualitas produk sudah sangat baik pada produk Dodol Picnic setelah dilakukan revitalisasi strategi pemasaran yang dilakukan perusahaan. Garut is one of the regencies in West Java Province that has a variety of typical souvenirs, one of which is dodol. There is a famous dodol producer in Garut, PT Herlinah Cipta Pratama, which has the Dodol Picnic brand. However, due to the covid-19 pandemic, the number of sales of Dodol Picnic products has decreased, so it is necessary to revitalize the marketing strategy. Revitalization is an effort to revive a situation that previously experienced a decline or lack of empowerment. The purpose of this research is to write a document in Scientific Writing regarding the revitalization of marketing strategies for Dodol Picnic products, the quality of Dodol Picnic products after revitalization and the role of the local government in helping to deal with conditions after the covid-19 pandemic. The research methods used are qualitative and quantitative methods with descriptive analysis through the collection of several data in the form of questionnaires, interviews and observations. Questionnaires were distributed to 110 consumers regarding the product quality of Dodol Picnic products, conducting interviews with the company regarding the revitalization of marketing strategies after the covid-19 pandemic and the Garut Regency Industry, Trade, Energy and Mineral Resources Office. The results of this study indicate that the company made several efforts in revitalizing the marketing strategy in dealing with post-pandemic covid-19 conditions, the role of the government in helping to deal with post-pandemic covid-19 conditions in the industrial sector and consumer responses who considered that the product quality was very good on Dodol Picnic products after the revitalization of the marketing strategy carried out by the company.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=MsuAQykAAAAJ ID SINTA Dosen Pembimbing: Woro Priatini: 6148424 Risya Ladiva Bridha: 6768380 |
| Uncontrolled Keywords: | Revitalisasi, Strategi Pemasaran, Peran Pemerintah, Dodol Picnic Revitalization, Marketing Strategy, Product Quality, Dodol Picnic, the role of Goverment |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Rufaidah Adilah |
| Date Deposited: | 22 Aug 2024 03:48 |
| Last Modified: | 22 Aug 2024 03:48 |
| URI: | http://repository.upi.edu/id/eprint/120309 |
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