RAHARDJO, FERDIAN SOESILO (2023) CULINARY BUSINESS OWNERS’ PERCEPTION ON THE BENEFITS AND CHALLENGES OF GOFOOD PARTNER DIGITAL MARKETING BEFORE AND DURING COVID-19 PANDEMIC. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

All countries worldwide, including Indonesia, were shocked by the Covid-19 pandemic. The Covid-19 pandemic has had an impact on economic sectors. Culinary business owners in Indonesia can also feel the economic impact of the pandemic. Those who want to maintain their business during the pandemic choose digital marketing strategies and online sales through the GoFood partnership. This research aims to inform the public about culinary business owners' perceptions on the benefits and challenges of GoFood partner digital marketing before and during the Covid-19 pandemic. This research is classified as qualitative research and conducts interviews with five culinary business owners selected by the researcher to obtain research data. The category of participant selection is small to medium businesses in West Semarang. The benefits of partnering with GoFood for culinary business owners are increasing income depending on the culinary being sold, expanding marketing, and maintaining their business in a difficult economic situation during the Covid-19 pandemic. The challenges of partnering with GoFood for culinary business owners during the Covid-19 pandemic are first,a 20% reduction in income from Gojek and difficulty in getting orders, and the decrease in income becomes a big burden for culinary business owners compared to that before the pandemic Covid-19 and second, the difficulty of increasing prices at the start of the partnership before pandemic.

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