Dampak Kebijakan Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) bagi Pelaku Bisnis Coffe shop pada Masa Pandemi Terdampak COVID-19 di Kabupaten Purwakarta

Muhammad Rizal, Ria Afrianti, Iman Abdurahman

Abstract


This study was aimed at examining the impact of the government's policy of restricting community activities during the COVID-19 pandemic era. The research was conducted with a qualitative descriptive. The object of the research is the coffee shop association in Purwakarta Regency at the time of implementing government policies with a research period of 3 months since the enactment of restrictions on community activities. The results of the study show that coffee shop businesses are affected by the imposition of restrictions on community activities, as seen by the reduced sales turnover, distribution of coffee raw materials, and the shift in B2B behavior shifting to business to customer by increasing conversions in digital marketing.

 

ABSTRAK

 Penelitian ini ditujukan untuk meneliti dampak kebijakan pembatasan kegiatan masyarakat pada era pandemik COVID-19 yang dilakukan oleh pemerintah. Penelitian dilakukan dengan deskriptif kualitatif. Obyek penelitian adalah 24 coffee shop di Kabupaten Purwakarta pada saat pelaksanaan kebijakan pemerintah dengan rentang waktu penelitian selama dua bulan sejak diberlakukannya pembatasan kegiatan masyarakat. Hasil penelitian menunjukan pelaku bisnis coffee shop terdampak dengan diberlakukannya pembatasan kegiatan masyarakat, terlihat dengan berkurangnya omset penjualan, distribusi bahan baku kopi yang terlambat, dan beralihnya perilaku B2B bergeser ke business to customer dengan meningkatkan konversi dalam digital marketing.


Keywords


Coffee Shop; Covid-19; pandemi; Kebijakan.

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DOI: https://doi.org/10.35880/inspirasi.v12i1.198

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