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All Journal Al-Musthofa: Journal of Sharia Economics
Wildani, Melly
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Library & Information Science

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ANALISIS STRATEGI BAURAN PEMASARAN KRIPIK USUS RAMADHAN PADA MASA PANDEMI COVID-19 Jamil, S. Hikmah; Rofiqoh, Ainur; Wildani, Melly
Al-Musthofa: Journal of Sharia Economics Vol. 5 No. 1 (2022): Al-Musthofa : Journal of Sharia Economics
Publisher : Program Studi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Tarbiyatut Tholabah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58518/al-musthofa.v5i1.1666

Abstract

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