Effectiveness of Digital Platforms as Food and Beverage Marketing Media During the Covid-19 Pandemic

Abstract

Covid-19 pandemic disrupted business practices worldwide, especially in food and everage sector. Not a few business actors in this sector closed their business due to declining sales during pandemic. In responding to this global effect, business actors are not only encouraged to adapt. Still, they must also think of practical steps to stabilize sales as before through creative and innovative digital marketing strategies. Data collected by interviews and literature study to provide an in-depth analysis of condition of food and beverage during Covid-19 pandemic and provide education about digital marketing strategies that business actors can apply to increase food and beverage sales during Covid-19 pandemic. The results showed that social media such as Instagram, Facebook, Twitter, and Whatsapps were effective in marketing food and beverage products. In addition, Shopeefood e-commerce platform and food delivery applications such as GrabFood and GoFood also play a significant role in success of food and beverage marketing and sales and can support government regulations to stay at home during the Covid-19 pandemic.

Designing and Building a Web-Based Book Sales and Tenancy Platform

“…Kata "Platform" digunakan digunakan untuk menggambarkan hal -hal seperti bisnis pasar internet, strategi untuk membentuk suatu toko internet tertentu, cara merubah branding toko menjadi lebih inovatif dan pengembangan TI (Teknologi Informasi). Platform Juga bisa dikatakan sebagai suatu tempat yang berada pada jaringan komputer atau internet yang digunakan untuk mempermudah pencarian jasa atau barang kepada penjual maupun pembeli [6].…”

Improving business performance through entrepreneurial orientation, product innovation, and co-creation value

“…The Indonesian creative industry is dominated by micro, small, and medium companies [1]. This industry focuses on personal creativity, ideas, knowledge, and technology, consisting of companies in various sectors, including (1) game development, (2) architecture, (3) interior design, (4) music, (5) fine art, (6) product design, (7) fashion, (8) film, animation and video, (9) photography, (10) visual communication design, (11) television and radio, (12) handicraft, (13) advertising, and ( 14) culinary [2].…”

“…Therefore, for this opened business, the government prohibits dine-in. Furthermore, to overcome this situation, the owners register their commerce on technological platforms, such as Go-Food, Grab-Food, and Shopee-food, facilitating customer orders and delivery [9].…”

The Influences of Social Media Marketing, E-Wom, and Information Quality on Purchasing Decisions through Trust as The Mediation

“…The culinary or food and beverage (F&B) business currently indirectly uses digital media to reach target consumers. By utilizing digital media, business people can promote their products through various platforms to develop the business they started (Hidayah et al, 2021). The reach of F&B business consumers is one of the keys to whether the business or businesses get optimal profits.…”