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Agus Putu Abiyasa
Universitas Pendidikan Nasional
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Jurnal Samudra Ekonomi dan Bisnis

 1 
Adaptasi Social Media Marketing sebagai Strategi Mempertahankan Eksistensi di Tengah Pandemi Covid-19 Luh Putu Eka Darmayanti; Agus Putu Abiyasa
Jurnal Samudra Ekonomi dan Bisnis Vol 13 No 2 (2022)
Publisher : Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v13i2.3498

Abstract

This decriptive research uses a qualitative approach that aims to describe the concept of adapting social media marketing as a strategy to maintain existence in the midst of the Covid-19 pandemic, at Umah Sablon Buleleng (USB) Bali as an object. There are seven informants, namely business owners, social media marketing operators, and five consumers of USB Bali. Primary and secondary data as data sources were collected using observation, interview, and documentation techniques. Verification of the validity of the analysis results using data credibility test with source triangulation and technical triangulation. This study obtained three main findings. First, there was a change in consumer behavior experienced by USB Bali consumers before and after the COVID-19 Pandemic, and the New Normal period. Second, the form of digital marketing transformation experienced by USB Bali in the midst of the Covid-19 pandemic. Third, USB Bali has a strategy to maintain its existence in the midst of the Covid-19 pandemic.
Co-Authors Christian Timothy Ananda Dewi, I Gusti Ayu Wulan Krisna Gede Sri Darma Gloria Ayu Natalia Sihaloho I Gede Sanica I Kadek Arta Wiguna I Putu Alit Renaldi I Putu Angga Kristyawan I Putu Ardiasa I Putu Arya Pratama Putra Pinatih I Putu Lugra Agusta Pranawa I Wayan Oka Prayasa Ida Bagus Suryabrata Kadek Ardi Permana Kadek Januarsa Adi Sudharma Luh Putu Eka Darmayanti Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Made Widani Ni Wayan Marchella Ernita Lestari Santi Setiari Timoteus Rivaldo Purnama Berahi Vivy Mella Saputri wayan mahendrawan Wicaksono, Katon Yudha Akbar Prasetyawan