Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik
Vol 4 No 2 (2021): JURNAL PAPATUNG Volume 4 Nomor 2 Tahun 2021

IMPLEMENTATION OF PRODUCT PROMOTION STRATEGIES DURING THE COVID-19 PANDEMIC THROUGH DIGITAL MARKETING IN THE PURCHASE DECISION PROCESS

Riza M. Yunus (Universitas Majalengka, Indonesia)

Article Info

Publish Date
29 Aug 2021

Abstract

The emergence of a pandemic causes the need for changes in marketing strategies. This is because, without any changes, the effectiveness of the usual marketing strategy will be significantly reduced. This study intends to determine how promotional methods are used in the purchasing decision process using digital marketing during the Covivirus-D19 pandemic. This research will employ a qualitative descriptive methodology. The data used in this study are derived from numerous research outcomes and earlier studies that are still relevant to this study's topic. The results of this study found that the changes made in changing the promotion strategy from conventional to digital were quite positive. The advantages are the practical nature of marketing, smaller operating expenses, and a faster response to consumers.

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Journal Info
Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik
Website

Abbrev

japp

Publisher

GoAcademica Research and Publishing

Subject

Humanities Social Sciences

Description

Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik is an open access and peer-reviewed Journal, JAPP is scientific journal that contains the results of theoretical research and studies on Government, Politics and Public Administration. Managed by GlobalWriting Academica ...