Relationship Marketing as a Solution for Culinary SMEs during the COVID-19

Authors: Sri Dewi Setiawati, Moch. Armien Syifaa Sutarjo, Intan Primasari

Country: Indonesia

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Abstract: Competition between cafes is currently growing rapidly. The large number of cafes in the city of Bandung makes the distribution of market cakes less and less. There has been a shift in the role of cafes in the gastronomic industry, no longer just a place to eat, but also a place to get entertainment. But this condition is also widely used by other cafes. So a cafe cannot rely solely on food and atmosphere to build consumer loyalty. Supported by the current Covid-19 pandemic conditions that have made the cafe industry out of business. An effort is needed to continue to survive in this gastronomic industry. The right marketing communication strategy in the use of a marketing communication strategy. This study uses a qualitative approach with descriptive methods. There are two research results obtained, namely, the important role of strategy formulation of communication patterns starting from planning, implementation and evaluation in implementing a marketing communication strategy. then the role of cafe owners and social media as effective communicators in building consumer loyalty

Keywords: Relationship marketing, SMEs, Covid-19

Paper Id: 882

Published On: 2021-05-02

Published In: Volume 9, Issue 3, May-June 2021

Cite This: Relationship Marketing as a Solution for Culinary SMEs during the COVID-19 - Sri Dewi Setiawati, Moch. Armien Syifaa Sutarjo, Intan Primasari - IJIRMPS Volume 9, Issue 3, May-June 2021.

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