Promosi Surat Kabar di Masa Pandemi Covid-19

Abstract

Abstract. It has been more than a year that Indonesia has faced the Covid-19 pandemic which has had many impacts on various fields, one of which is newspaper companies. Not a few newspaper companies that finally went out of business, the Bandung People's Daily Daily is one of the media companies that can survive the Covid-19 pandemic, and carry out a promotional mix to stay afloat in difficult times. This study aims to determine the form of promotion activities carried out, the use of promotional media, obstacles in carrying out promotions and efforts to overcome them at the Bandung People's Daily Thought during the COVID-19 pandemic, as well as the reasons for the People's Daily Mind to apply the concept of "trust" in promoting . This study uses a qualitative research method with a single holistic case study approach. The result of this research is that in promoting the product, all elements of the promotion mix are used. Utilize newspaper media (People's Daily Thoughts) and Instagram social media. The perceived obstacles include the difficulty of face-to-face activities, expensive printing raw materials, and the difficulty of market operations. Efforts to overcome obstacles are carried out by optimizing managed media, optimizing e-paper for sales promotion, maximizing online methods. The reason why the People's Daily Mind uses the concept of trust is because trust is the most important thing in the media business, and it doesn't want to destroy public trust with things that reduce the existence of the People's Mind

Keywords: Promotion during the Covid-19 pandemic, Newspapers, Pikiran Rakyat Daily

Abstrak. Sudah lebih dari satu tahun Indonesia menghadapi pandemi Covid-19 yang banyak berdampak pada berbagai bidang, salah satunya yaitu perusahaan surat kabar. Tidak sedikit perusahaan surat kabar yang akhirnya gulung tikar, Harian Umum Pikiran Rakyat Bandung merupakan salah satu perusahaan media yang dapat bertahan di masa pandemi covid-19, dan  melakukan bauran promosi untuk tetap bertahan di masa yang sulit. Penelitian ini betujuan untuk mengetahui bentuk kegiatan promosi yang dilakukan, pemanfaatan media promosi, hambatan dalam melakukan promosi dan upaya mengatasinya pada Harian Umum Pikiran Rakyat Bandung di masa pandemi covid-19, serta alasan Harian Umum Pikiran Rakyat menerapkan konsep “kepercayaan†dalam melakukan promosi. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus holistik tunggal. Hasil penelitian ini bahwa dalam mempromosikan produk menggunakan seluruh elemen bauran promosi. Memanfaatkan media surat kabar (Harian Pikiran Rakyat) serta media sosial Instagram. Hambatan yang dirasakan diantaranya sulitnya kegiatan tatap muka, bahan baku cetak yang mahal, sulitnya operasi pasar. Upaya mengatasi hambatan dilakukan dengan cara mengoptimalkan media yang dikelola, mengoptimalkan e-paper untuk promosi penjualan, memaksimalkan metode daring. Alasan Harian Umum Pikiran Rakyat menggunakan konsep kepercayaan karena kepercayaan merupakan hal yang paling penting dalam bisnis media, serta tidak ingin menghilangkan kepercayaan masyarakat dengan hal-hal yang menurunkan esksistensi Pikiran Rakyat.

Kata Kunci: Promosi saat pandemi Covid-19, Surat Kabar, Harian Umum Pikiran Rakyat.