KRISANTI, ESHA LABHANIA (2023) MARKETING STRATEGIES AT DELILA OUTDOOR EQUIPMENT RENTAL. Other thesis, Universitas Katholik Soegijapranata Semarang.
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18.J2.0033-Esha Labhania Krisanti-COVER_a.pdf Download (474kB) |
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18.J2.0033-Esha Labhania Krisanti-BAB I_a.pdf Download (237kB) |
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Abstract
The popularity of outdoor activities among the youth and company workers highly increased even before the pandemic. Many of them rented the outdoor activity equipment to the rental company or the individual, such as Delila. During the three years of its operation, the rental as a small business underwent many problems due to the pandemic, such as adaptation to its marketing strategies andgovernment regulation. This study aims to investigate the marketing strategy used by Delila to increase business sales by using the 7Ps analysis. The type of research used was qualitative research. This study used interviews with the owners and two Delila employees. The results show that there are differences in three aspects of the marketing mix namely, product, price, and promotion while the other four marketing mix aspects remain the same. The first is the product. There was an increasing number of product variations during the pandemic. The second is the price. Price changes occur when there was a product renewal before the pandemic, but not during the pandemic. In addition, the difference is in terms of product promotion. Prior to the pandemic, Delila routinely promoted their products, but Delila did not promote their products at all during the pandemic.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of Englishpreneurship |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 04 Apr 2023 03:48 |
| Last Modified: | 04 Apr 2023 03:48 |
| URI: | http://repository.unika.ac.id/id/eprint/31381 |
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