Pandemi Covid-19: Konsep Bauran Pemasaran Dalam Peningkatan Revenue Perusahaan Bus Antar Kota Antar Provinsi

Abstract

Tujuan penelitian ini melihat penerapan konsep bauran pemasaran perusahaan bus antar kota antar provinsi (AKAP) dimasa pandemic Covid-19 . Selama pandemi ada penurunan jumlah penumpang pada pelayanan moda AKAP. Metode penelitian ini merupakan studi literatur dengan membandingkan beberapa teori yang ada dan penelitian sebelumnya. Hasil temuan masih ada kerumunan yang tidak menerapkan physical distancing dampak dari penjualan tiket offline . Dari penelitian ini dapat disimpulkan, bahwa untuk mencegah penyebarluasan virus Covid-19 perusahaan jasa transportasi ini harus menerapkan beberapa aturan seperti menggunakan layanan online saat memesan tiket bus dan menerapkan protokol kesehatan, memiliki Surat Izin Keluar Masuk (SIKM), menyediakan handsanitizer , dan melakukan fogging dalam bus. Pemasaran menjadi hal penting dalam mendirikan suatu perusahaan, karena pemasaran dapat menghubungkan produsen dan konsumen. Pemasaran penting pada persaingan barang dan jasa yang semakin ketat. Persaingan semakin ketat memungkinkan perusahaan merancang strategi bauran pemasaran tepat bagi perusahaannya agar memenangkan hati pelanggan. Jadi tidak heran semakin terlihatnya persaingan bisnis dalam kegiatan strategi pemasarannya. Unsur bauran pemasaran jasa terdiri atas tujuh hal, yaitu Product, Price, Place, People, Promotion, Process , dan Physical Evidence . Tujuh P menjadi acuan alat pemasarannya, melalui konsep pemasaran ini dapat menentukan pelanggan untuk pemilihan jasa. The purpose of this study is to look at the application of the marketing mix concept of inter-city inter-provincial bus companies during the Covid-19 pandemic. During the pandemic there was a decrease in the number of passengers on mode services. This research method is a literature study by comparing several existing theories and previous research. The findings were that there were still crowds that did not implement physical distancing due to offline ticket sales. From this study it can be concluded that to prevent the spread of the Covid-19 virus, this transportation service company must implement several rules such as using online services when ordering bus tickets and implementing health protocols, having an Exit Permit, providing hand sanitizer, and fogging. in the bus. Marketing is an important thing in establishing a company, because marketing can connect producers and consumers. Marketing is important in the increasingly fierce competition for goods and services. The increasingly fierce competition allows companies to design the right marketing mix strategy for their company in order to win the hearts of customers. So it is not surprising that business competition is increasingly visible in its marketing strategy activities. The elements of the service marketing mix consist of seven things, namely Product, Price, Place, People, Promotion, Process, and Physical Evidence. Seven P s become the reference for marketing tools, through this marketing concept can determine customers for service selection.