STRATEGI KOMUNIKASI PEMASARAN BONGSANG DALAM MENGHADAPI PERUBAHAN EKONOMI (Studi Kasus Komunikasi Personal Selling Pengrajin Bongsang Tahu di Desa Cijeruk Sumedang Untuk Mempertahankan Konsumen di Masa Pandemi Covid-19)

Abstract

The Covid-19 Pandemic affects all aspects of life, one of which is the economic aspect, namely the production and demand sides. The impact occurs due to limited resources, social distancing efforts, and the disruption of the function of the distribution sector. Where this is also experienced by Bongsang Tahu Craftsmen in Cijeruk Village. This study aims to determine the personal selling marketing communication strategy of Bongsang Craftsmen in Cijeruk Village to retain consumers in the face of economic changes during the covid-19 pandemic. This study uses qualitative research methods with a case study approach, data collection techniques using interviews and observation methods, data analysis techniques using data triangulation. The results of this study are, 1) Personal selling communication plays an important role in the marketing communication process of Bongsang tofu for Craftsmen in Cijeruk Village. 2) Personal selling activities are carried out by Bongsang Tahu Craftsmen because they are considered easy, practical, cheap, and fast. 3) Bongsang Craftsmen maintain consumers during the Covid-19 Pandemic by maintaining the quality of Bongsang and stabilizing production times. 4) The advantages of personal selling communication are that the marketing communication process runs smoothly without obstacles, costs are cheap, there will be no fraud because it can understand the character of consumers. While the drawback is the lack of a promotion process in the marketing communication process carried out by Bongsang Tahu craftsmen in Cijeruk Village.