Analysis Of Digital Marketing Quality Before and During the Covid-19 Pandemic on Frozen Food Consumers in West Java Region

Abstract

Background/Purpose: Covid 19 is a pandemic that has spread to all countries in the world including Indonesia, at this time all Indonesian people are still required to practice social distancing (keep their distance) and must wear masks and wash their hands diligently, as well as in companies. Under these conditions, the company is expected to make changes to its marketing strategy in an effort to address the problem of the limited communication media that can be used between producers and consumers in the current pandemic era, accompanied by a declining trend in sales. The strategy referred to by the company is a promotional strategy through digital marketing. The aim of this study is to compare the implementation of digital marketing before and during the Covid 19 pandemic and whether there was an increase in the quality of digital marketing during the Covid 19 pandemic The operationalization of the variables in this research consists of four variables. The population of the research is all frozen food consumers who live in West Java region. To meet the sample criteria this research used a non-probability sampling technique and purposive sampling criteria. Hypothesis testing is done with SPSS software to calculate and analyze validity and reliability, test hypotheses with regression and correlation analysis, t test, coefficient of determination, so that finally researchers can interpret the results obtained. Results: From the results of the study, it can be seen that the Quality of Digital Marketing Before the Covid 19 Pandemic had a significant effect on purchasing decisions for frozen food products in West Java, the Quality of Digital Marketing During the Covid 19 Pandemic had a significant effect on consumer purchasing decisions for frozen food products in West Java, and the Quality of Digital Marketing has increased during the Covid 19 Pandemic compared to before the Covid 19 Pandemic on consumer purchasing decisions for frozen food products in West Java. All three hypotheses can be confirmed. Conclusion: Several things that frozen food sellers can do to improve consumer purchasing decisions include: Improving good communication with consumers, especially during the Covid 19 Pandemic, Improving the Customer Relationship Management (CRM) Program, Improving the quality of the Digital Marketing system, Giving more value to customers, for example a lot of bonuses, free shipping, etc. Maintaining product and service consistency, good data processing, updating latest items at any time, and completing product grouping according to its type.