THE IMPACT OF PANDEMIC ON F&B INDUSTRY MARKETING STRATEGIC ADAPTATION TO SURVIVE

• Main Author: Muhammad Hasan Raakin, Sayyid
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67867
• Institution: Institut Teknologi Bandung

The research about the impact of pandemic on F&B industry marketing strategic adaptation to survive is a research that is aimed to find out the effectiveness of the marketing strategies to overcome the shock that the pandemic brings to the F&B business. The F&B business is one of the biggest impacted industries according to sources as it requires physical contact within the business interaction. This research will study the marketing strategy and company’s survivability as in how company decide to survive and not getting naturally and economically selected. The job security of employees will also be affected by new marketing strategies because pandemic also affect the cash flow which forces the company to set new marketing strategies. The data collection method will focus on both quantitative and qualitative method. Questionnaire is an option for the quantitative method in which it can represent enough data for the needs and wants of the consumer knowing the existence of the pandemic. Interview will be done in order to gain data on the attempts of the marketing manager that directs the staff on what are the steps they will take to set new strategies. Data Analysis consists of validity and reliability testing and hypothesis testing which will implement the concept of simple linear regression to understand the relationship of variables that will be researched. The conclusion itself shows the insignificance in the variable of Pandemic regarding Job Security and shows the low rate of customer’s willingness to come to restaurant which draw conclusion of requiring adaptation in the flow of the business.