SALES PROMOTION SEBAGAI KOMUNIKASI PEMASARAN USAHA KECIL MENENGAH (UKM) “Mie ayam Bakso Sopo Nyono” DI MASA PANDEMIK COVID19

Abstract

Competition in the business world is getting tougher, in the midst of the current covid19 pandemic, a lot of Small and Medium Enterprises (SMEs) are out of business or bankrupt, this is different from the business actor who is engaged in by one of the residents of Karawang, namely Mr. Lasimin as the owner of the Mie outlet. Ayam Bakso Sopo Nyono, which is known as a unique outlet from other chicken noodle outlets in Karawang, has its own characteristics with outdoor karaoke facilities and also offers discounts or discounts for customers who want to donate songs to sing at kaoroke. Lasimin's outdoor property. The purpose of this study was to identify and analyze sales promotion as a marketing communication in attracting consumer interest carried out by Mr. Lasimin as the owner of the Mie Ayam Bakso Sopo Nyono Karawang outlet in the midst of the covid19 pandemic. This type of research is descriptive qualitative. Data collection techniques used in this research are field observations, in-depth interviews, and documentation. The current covid19 pandemic is a challenge for Mr. Lasimin to continue to be flooded by his customers, the Sales Promotion program is carried out by Mr. Lasimin as marketing communication for Mie Ayam Bakso Nyono, Mr. Lasimin conducts sales promotion by giving discounts to consumers. So that this has a positive impact on the business run by Mr. Lasimin during the covid19 pandemic.