STRATEGI PEMASARAN LEMBAGA BIMBINGAN BELAJAR RUMAH BELAJAR SALSABILA (RBS) PADA MASA PANDEMIC

Abstract

Since the beginning of 2020, the Covid-19 virus which is categorized as a pandemic outbreak by WHO has begun to enter and spread in Indonesia. The spread of this corona virus is increasingly widespread and uncontrolled; therefore, the government has issued various related policies, namely Large-Scale Social Restrictions/ Pembatasan Berskala Besar (PSBB) as an effort to prevent the spread of the corona virus. With this policy, the entire business world is clearly affected by this pandemic condition, even in various sectors including tutoring institutions. During this pandemic period, it becomes an opportunity as well as a real challenge for tutoring institutions. Because after all, the owners of tutoring institutions must have different strategies and methods compared to normal times in order to survive. The owners of tutoring institutions must find, develop new strategies in order to survive during the pandemic or even able to bounce back after the pandemic. This study aims to reveaing marketing strategies. Education services of educational services applied at Bimbingan Belajar Rumah Belajar Salsabila (RBS) tutoring institution during the pandemic. From the results of the RBS data, they found the right strategy to survive during the pandemic, namely by changing and implementing a mix marketing strategy that includes the 4P into a mega marketing strategy that includes the 7P. This research uses qualitative research method. This research uses an ethnomethodological approach, data collection techniques are carried out by surveys and direct interviews (independent interviews). The data analyzed were four steps of qualitative research including: data collection, data classification, data classification according to the research title, data filtering and conclusions.