This research uses Restu Bakery Bojonegoro as an object of research that sells various cakes and bakeries. The purpose of this study was to determine and analyze marketing strategies in increasing sales turnover during the Covid-19 pandemic at Restu Bakery Bojonegoro. The research method used is descriptive quantitative using SWOT, data collection techniques are carried out by means of observation, documentation, interviews and triangulation related to marketing strategies based on the 7P marketing mix indicators used by researchers in identifying strengths, weaknesses, opportunities and threats with the SWOT method. at Restu Bakery Bojonegoro.From this study, the results of the Internal Factor Analysis Summary showed a strength of 1.76 and a weakness of 1.46. Meanwhile, the results of the External Factor Analysis Summary show that the threat is 1.97 and the opportunity is 1.41. In this case, Restu Bakery Bojonegoro occupies the quadrant point I. In this case, a supporting marketing strategy is an aggressive strategy on the various opportunities and strengths of Restu Bakery Bojonegoro.
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Bisnis Food and Beverage yang sedang marak berkembang di Indonesia ialah kedai kopi. Pada saat pandemi Covid-19, masalah yang dihadapi Kopi Janji Jiwa adalah persaingan antar kedai kopi secara online yang semakin ketat. Banyaknya merek kedai kopi pendatang baru membuat Janji Jiwa lebih gencar lagi dalam mengoptimalkan strateginya agar dapat tetap memasarkan produk ke konsumen dan mempertahankan loyalitas pelanggan. Penelitian ini bertujuan mengetahui pengaruh secara simultan dan parsial kebiasaan, kepuasan, kesukaan dan komitmen terhadap loyalitas konsumen dalam membeli Kopi Janji Jiwa secara online pada masa pandemic covid-19. Metode penelitian menggunakan jenis penelitian eksplanatori dengan pendekatan kuantitatif. Populasi dalam penelitian adalah seluruh konsumen yang mengkonsumsi Kopi Janji Jiwa secara online di Kota Surabaya, dengan sampel 100 responden. Teknik penarikan sampel menggunakan Purposive Sampling, dan teknik analisis data regresi linier berganda. Berdasarkan hasil analisis data, disimpulkan: secara simultan variabel kebiasaan, kepuasan, kesukaan dan komitmen berpengaruh signifikan terhadap loyalitas konsumen; secara parsial kebiasaan, kepuasaan, komitmen berpengaruh signifikan dan kesukaan tidak berpengaruh signifikan.
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