Analisis Strategi Komunikasi Pemasaran Wirausaha Saffanah Cake Pada Masa Pandemi Covid – 19 Di Kabupaten Maros

Abstract

This study aims to determine what kind of marketing communication strategy is used to increase sales volume and what
factors support and hinder increasing sales volume at the Saffanah Cake store. The method used in this research is
descriptive qualitative which tries to present facts and findings in depth through descriptive explanations. Sources of
data were obtained through interviews and observations of nine key informants and then analyzed by the data triangulation
method. The results of this study indicate that Saffanah Cake implements a marketing communication strategy using the
4p Strategy, namely 1.) Product Using quality materials in making the product, 2.) Price The marketing price given is in
accordance with the quality of the product, 3.) Place a strategic location become the main attraction of Saffanah Cake,
4.) Promotion Using Social Media as a place of promotion, in increasing sales volume. And there are several supporting
factors, namely a strategic location, giving has the consistency of taste, always innovating, and varied sales channels while the
inhibiting factor is one of them being regional restrictions in several places that affect the marketing communication
strategies.