DIGITAL MARKETING STRATEGY "PEYEK KUY" DURING THE COVID-19 PANDEMIC

Abstract

In the era of increasingly rapid development of digital technology and the COVID-19 Pandemic that is still raging, it requires the efforts of "Peyek Kuy" to be more innovative in carrying out digital marketing strategies, this is done so that the business they are engaged in can survive and even increase. This study aims to find out: what digital marketing strategies can be used by "Peyek Kuy" in the midst of the COVID-19 pandemic. The type of research applied is the type of descriptive research. The data collection techniques used in this research are description, observation, and documentation. The data sources in this study consist of primary data and secondary data. Primary data was obtained through direct practice in the "Peyek Kuy" business. Meanwhile, secondary data is obtained through data collected, processed and presented in the form of previous research results. The data analysis techniques used in this study are data description, data display, and Conclusion or Verification. The results of this study show that the forms of digital promotion that can be carried out by "Peyek Kuy" are: Whatsapp messengger, Instagram, and Market Place.