Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia

Research Article

The Marketing Strategies of HNI HPAI (International Halal Network - Herba Penawar Alwahida Indonesia) as an Effort to Survive the Covid-19 Pandemic

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  • @INPROCEEDINGS{10.4108/eai.18-11-2020.2311625,
        author={Ruslaini  Ruslaini and Abizar  Abizar and Nina Ramadhani Wulandari},
        title={The Marketing Strategies of HNI HPAI (International Halal Network - Herba Penawar Alwahida Indonesia) as an Effort to Survive the Covid-19 Pandemic},
        proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={BIS-HSS},
        year={2021},
        month={9},
        keywords={marketing strategy survive covid-19 pandemic},
        doi={10.4108/eai.18-11-2020.2311625}
    }
    
  • Ruslaini Ruslaini
    Abizar Abizar
    Nina Ramadhani Wulandari
    Year: 2021
    The Marketing Strategies of HNI HPAI (International Halal Network - Herba Penawar Alwahida Indonesia) as an Effort to Survive the Covid-19 Pandemic
    BIS-HSS
    EAI
    DOI: 10.4108/eai.18-11-2020.2311625
Ruslaini Ruslaini1,*, Abizar Abizar1, Nina Ramadhani Wulandari1
  • 1: Universitas Muhammadiyah Lampung, Lampung, Indonesia
*Contact email: rosimuhammadiyahlampung@gmail.com

Abstract

The Covid -19 Pandemic has demanded companies to determine an appropriate marketing strategy with changes in business interaction between companies and customers without holding direct events as it is forbidden- however, the companies can still be productive to provide the latest information to their customers. Marketing strategy during pandemic that refers to the marketing mix of the 7P concepts (product, price, place, promotion, people or participant, process, and physical evidence). This study aims to analyze the marketing strategies being implemented by HNI HPAI, as well as to identify and analyze the company’s internal and external factors using a SWOT analysis, with the results as follows: the analysis showed that during the pandemic, HNI HPAI has been focusing on establishing several technological instruments that are able to encourage and improve the company’s performance in terms of its service and convenience in accordance with the five (5) pillars of company, while the results of the SWOT matrix showed that the usefulness and the development of HNI HPAI has been implemented to participate in contributing to the national economic development by cooperating with small and medium entrepreneurs. The process of marketing strategy and services were carried out with the principles of honesty, sincerity, fairness and trust.