ENTREPRENEURSHIP MOTIVATION BISNIS KULINER MENGGUNAKAN SOCIAL MEDIA MARKETING PADA MASA PANDEMI COVID-19 (Studi Kasus Pada Pelaku Bisnis Kuliner Combro Orang Kaya)

Winda Ningsih, - (2021) ENTREPRENEURSHIP MOTIVATION BISNIS KULINER MENGGUNAKAN SOCIAL MEDIA MARKETING PADA MASA PANDEMI COVID-19 (Studi Kasus Pada Pelaku Bisnis Kuliner Combro Orang Kaya). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh pesatnya perkembangan bisnis kuliner rumahan ketika masa pandemi Covid-19. Dalam mendirikan sebuah bisnis diperlukan alat pemasaran yang efektif ,salah satunya yaitu social media marketing. Penelitian ini bertujuan untuk mengetahui entrepreneurship motivation bisnis kuliner pada saat pandemi, serta strategi sosial media marketing yang digunakan sebagai alat pemasaran bisnis kuliner combro orang kaya. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan observasi,wawancara mendalam dan studi dokumentasi. Temuan hasil penelitian terungkap bahwa motivasi terbesar memulai bisnis pada saat pandemi adalah untuk memberdayakan masayarakat sekitar melalui potensi dan keterampilan yang dimiliki serta mmembantu perekonomian masyarakat meskipun dalam kondisi pandemi. Selain itu beberapa hal menjadi penting dalam mendorong proses kewirausahaan yang owner jalankan diantaranya sikap dan tindakan terhadap resiko yang diambil mengenai bisnis yang dijalankan, kepercayaan diri terhadap proses dan langkah yang diambil ide kreatifitas, serta inovasi.Social media marketing membantu branding serta pengembangan produk combro orang sebagai strategi pemasaran terhadap calon konsumen. This research is motivated by the rapid development especially the home-based culinary business during the Covid-19 pandemic. In establishing a business, effective marketing tools are needed, one of which is social media marketing. This study aims to determine the entrepreneurship motivation of the culinary business during a pandemic, as well as the social media marketing strategy used as a marketing tool for the rich people's combro culinary business. This study uses a descriptive qualitative approach. Data collection techniques were carried out by observation, in-depth interviews and documentation studies. The findings of the study revealed that the biggest motivation for starting a business during a pandemic was to create employment opportunities to provide opportunities for the surrounding community to remain able to work despite the Covid-19 pandemic. In addition, several things become important in encouraging the entrepreneurial process that the owner runs including attitudes and actions towards the risks taken regarding the business being run, confidence in the processes and steps taken, creative ideas, and innovation. Social media marketing helps greatly in the process of improving sale of rich people combro products both online and offline.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Entrepreneurship Motivation, Social Media Marketing,Bisnis Kuliner
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Winda Ningsih
Date Deposited:	02 Aug 2022 02:13
Last Modified:	02 Aug 2022 02:13
URI:	http://repository.upi.edu/id/eprint/75307

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