STRATEGI PEMASARAN CAFÉ PADA MASA PANDEMI COVID-19 DI WILAYAH DAU KABUPATEN MALANG

The main objective of marketing is to satisfy the needs and desires of consumers satisfactorily. In principle, market orientation is an embodiment of the concept that the company's marketing efforts are the responsibility of all departments and functions. The purpose of this study are (1) Describe the marketing strategy that was done by the café in the period before the covid pandemic 19 (2) Describe the marketing strategy during the covid-19 pandemic (3) Describe the marketing strategy during the New Normal period. This type of research in this study is a case study at the Café in the Dau region of Malang Regency. Source of data used in this study are primary data and secondary data. Data collection methods (1) Interviews (3) observations (3) Documentation. Data analysis method descriptive analysis method is a way to formulate and interpret existing data so as to provide a clear picture of the company in general. The results of the study are (1) Marketing strategies before the covid-19 pandemic are: (1) in terms of: (a) Place, cafes in the Dau area have strategic locations, each located right on the cafe Promotion complex that is used on average using social media, some also collaborate with grab / go food (b) Price, the average Dau cafe prices are cheap and can be reached by the middle to lower class (2) During the covid 19 pandemic the cafes in the Dau area are all closed, this is due to the impact of covid students doing online lectures. (3) During the New Normal period in the Dau area of Malang Regency, only 4 cafes reopened where the four cafes operate following the covid-19 prevention protocol and are required to close before 10 pm. In terms of place, price, product and promotion nothing has changed